Xandr, AT&T’s advanced advertising unit, is rolling out a catalog product designed to simplify scaled connected TV advertising by offering single-point access to one-to-one video and CTV inventory deals.
The Premium Video Catalog provides access to more than 1,400 deals from media owners and distributors that span devices, content categories, formats and app types, and more than 2,500 off-the-shelf audience deals that include demographics, viewership behaviors and household attributes for targeting, according to the company.
Xandr says the product addresses common challenges in buying premium video and CTV, including premium inventory access limitations that impede scale, inadequate audience targeting, lack of transparency in placement, and inadequate access to reporting data for use in campaign performance assessment and optimization.
Video buyers can use the catalog to build a media plan and set up a line item with nuanced targeting “within minutes and without emails,” and see where every impression was delivered at the end of their campaigns, says Alex Chatfield, vice president of marketplace development for Xandr.
In addition to saving buyers the time associated with setting up and managing custom deals across media owners and distributors, buyers with deal marketplaces can use the Premium Video Catalog to “stock the shelves” of their bidder catalogs with targeted packages, according to Xandr.
MiQ, an early adopter of the video catalog, has seen continued growth in clients’ CTV campaigns over the past year due to greater supply-path efficiency and transparent reporting data, Kyle Brennan, the agency’s director of programmatic partnerships, states in Xandr’s product rollout announcement.
Tom Sly, vice president of programmatic strategy and external partnerships for another early user, The E.W. Scripps Company, reports that simplified CTV inventory access through the catalog resulted in “significant” year-over-year growth in CTV ad revenues for Scripps, with the trend continuing this year.
The Premium Video Catalog is available to North American buyers on Invest DSP and all other major DSPs today through the Xandr Marketplace.