• by Wayne Friedman , September 17, 2019

AT&T’s advanced advertising unit Xandr has added two content providers -- Bloomberg and Vudu -- to its Community premium media marketplace.

Xandr’s Community partners include WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media, and Warner Bros., as well as A+E Networks, AMC Networks, Cheddar, Vice, Hearst Magazines, Newsy, Philo, Tubi, and Xumo.

Community -- called a “curated” marketplace for premium media -- allows advertisers to reach audiences based on intent, interest and lifestyle, the company says, to help those marketers determine their brand value and manage frequency caps.

Community is informed by first-party data from AT&T’s 170 million direct-to-consumer relationships.

Earlier this month, Xandr launched Xandr Monetize, its supply-side platform (SSP) for premium TV/video content for media content owners to sell inventory. In June, it launched Xandr Invest, the rebranded AppNexus demand-side platform for marketers.

In a separate but related story, Xandr released new research on consumer advertising engagement.

One key takeaway is that the majority of consumers -- at 56% -- prefer an ad-supported experience when it comes to consuming TV and media content. The research also says 60% of respondents like ads about similar products they’ve considered in the past.

Focusing on ad executive respondents in the study, the report says two major obstacles to a successful marketing campaign are budget limitations (38%) and consumer ad fatigue (33%). But Xandr analysis adds that campaign success is more about the quality of ads, not the quantity.

Xandr says consumers want to eliminate invasive ads taking over their screens or that block content. Seventy-three percent of respondents say seeing an ad too many times makes them dislike it.

Xandr research comes from a nationwide survey of 2,000 consumers and 500 marketers conducted in partnership by Kantar, the media research/analysis company.