• by Wayne Friedman , September 5, 2019

Expanding its product line, AT&T’s advanced advertising unit Xandr is starting up a sell, supply-side platform (SSP) for premium TV/video content for media content owners to sell inventory.

The service, Xandr Monetize, is a rebrand of AppNexus SSP. AT&T bought AppNexus a little over a year ago for $1.6 billion. Xandr Monetize is the latest product to be added to Xandr.

In June, Xandr announced the launch of Xandr Invest, the rebranded AppNexus demand-side platform, which offers access to connected TV and OTT inventory -- as well as native advertising, audio and other features. In the future, it will offer traditional linear TV access.

Xandr Invest features include programmatic guaranteed offering for buyers, which reserves access to content. This allows publishers to pre-agree on reserved inventory with programmatic buyers “without compromising control over how their inventory is monetized.”

A new feature with Xandr Monetize allows publishers to sell OTT inventory programmatically via header bidding.

In May of this year, Xandr launched Community, its premium video inventory marketplace. Media buyers access Community video inventory through Invest. Media sellers now will access Community through Monetize.

Last month, Xandr struck an addressable measurement deal with Comscore.