"[OTT] is a huge focus area of ours,"
"We already support it, and we're continuing to evolve our offering there. Programmatic guaranteed is an important way to execute that today since a lot of TV-type inventory is in high demand, and tends to be sold out, so that's really important. Traditional linear TV has gotten more data-driven, so we're also investing in ways to execute that in a more programmatic-like way."
"lives under the hood"
AT&T's advertising unit launched Xandr Invest, an updated ad-buying platform that connects directly to the Community video ad marketplace. Invest adds programmatic guaranteed functionality to allow marketers to automatedly reserve access to high-demand supply. The legacy buy-side service will continue operating alongside Invest during customer migration. AppNexus programmatic technology underpins the new platform. Invest offers global, omnichannel inventory across mobile, digital video, audio, native and display, with a strategic focus on TV inventory including traditional linear and OTT. AT&T and WarnerMedia plan ad-supported streaming offerings around 2020, increasing demand for programmatic TV execution.
Read at The Drum
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