Xandr Enables Multiple TV Currencies for Data-Driven Linear Campaigns Heading Into Upfronts

Rhea-AI Summary

Xandr has launched a standardized data framework in collaboration with leading data providers including 605, Comscore, and VideoAmp. This initiative facilitates the quick evaluation and activation of alternative data currencies for data-driven TV advertising campaigns via its advanced platforms, Invest TV and Monetize TV. The multi-currency marketplace shift aims to streamline audience targeting and improve measurement efficacy, enhancing value for advertisers amid evolving industry demands leading up to the 2022/23 Upfronts.

Positive

• Collaboration with major data providers accelerates the evaluation and activation of alternative data currencies.
• New framework enables more agile data usage, benefiting advertisers and data providers.
• Investment in alternative data sets is positioned to enhance targeting and measurement in TV advertising.

Negative

• None.

Xandr collaborates with 605, Comscore, EDO, Samba TV, TVision and VideoAmp to introduce a framework enabling the TV ad market to evaluate and activate alternative data currencies

NEW YORK--(BUSINESS WIRE)-- Xandr today announced a new standardized and flexible data framework, in collaboration with some of the industry’s leading data providers, 605, Comscore, EDO, Samba TV, TVision and VideoAmp. This capability will enable customers to seamlessly activate their preferred viewership or engagement data currency for data-driven linear campaigns using Xandr’s buy and sell-side advanced TV platforms, Invest TV and Monetize TV.

This development is a direct result of the seismic shift from a single to multi-currency TV marketplace. Onboarding new data sets for audience segmentation typically requires significant time and extensive product development. By partnering industry-wide across data providers on this new solution, Xandr enables the evaluation and activation of new currencies quicker than previously possible, allowing more agile use of the data – benefiting sellers, buyers and data providers.

“The influx of innovations around audience targeting and use of data-driven linear TV advertising has triggered a demand for alternative data sets which allow for more precise targeting and measurement against audience and business outcomes,” said Mark Mitchell, VP, business development, Xandr. “Activating these data sets for trial and evaluation, especially as we approach the 2022/23 Upfronts, must be made easier. Xandr is making investments to power the adoption of new currencies and propel the industry forward.”

“By enabling support for multiple data provider segments, Monetize TV will allow us to easily and quickly evaluate and utilize new data currencies, while offering insight into how various data can optimize TV schedules across our linear networks,” said Casey Gould, SVP ad sales and advanced advertising at Crown Media. “This is yet another advanced tool that increases the value we bring to our advertising partners, and ultimately bolsters our linear business.”

“We welcome this move towards making video impressions more accountable in the advanced TV space. Giving advertisers flexibility in their choice of measurement partners and on measurement outcomes is a clear step forward. We look forward to working with Xandr and learning together,” said Bharad Ramesh, executive director, research & investment analytics, GroupM.

About Xandr

A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest, Xandr Monetize and Xandr Curate, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220421005140/en/

Kathryn Hardcastle

xandr@matternow.com

Source: Xandr

FAQ

What is Xandr's new data framework about?

Xandr's new data framework, developed with leading data providers, allows for the quick evaluation and use of alternative data currencies in TV advertising.

Who are the partners involved in Xandr's new framework?

The partners involved include 605, Comscore, EDO, Samba TV, TVision, and VideoAmp.

How does the new framework benefit advertisers?

It enables quicker access to data-driven insights and enhances targeting precision in TV advertising.

What is the significance of the shift to multi-currency in TV advertising?

The shift to multi-currency signifies a more flexible and accountable advertising landscape, improving measurement options for advertisers.

When are the 2022/23 Upfronts, and why are they relevant to this announcement?

The 2022/23 Upfronts are critical for advertisers looking to secure ad inventory, making new data solutions essential for effective campaign planning.