Xandr Invest builds on former AppNexus DSP, which will offer access to connected TV and OTT inventory, as well as native advertising, audio and other availabilities. In the future, it will offer traditional linear TV access.
Xandr Invest includes a programmatic guaranteed offering for buyers, which reserves access to content.
With Xandr Invest, marketers can layer on consumer analytics (from AT&T and its 170 million consumer interactions) to find their audiences on whatever screen on which they consume content within the marketplace. They can then buy that inventory programmatically.
Xandr Invest is the buy-side platform for Xandr Community, its recently launched premium video marketplace. Using the platform, marketers can survey potential inventory.
Xandr’s partners in the Community marketplace include the AT&T-owned brands, such as the WarnerMedia properties -- which includes CNN and Turner. It will also include Otter Media, the streaming services for DirecTV Now and AT&T WatchTV, as well as third parties Vice Media, Newsy, Hearst Magazines, and streaming video services Philo, Tubi and Xumo.
Xandr says that all these efforts prepare TV marketers for eventual linear TV and digital convergence.