Xandr Launches Curate 'Data-Layering' Platform

Xandr, the advertising analytics division of AT&T, has launched a platform called Curate, allowing data owners to 'layer' their assets with data from other sources and package it for sale via Xandr's marketplace.

Xandr combines data on customers with advertising technology to find and reach specific audiences at scale. The new Xandr Curate platform enables data owners - publishers, retailers and data providers - to create deal-based media products that layer their proprietary data with inventory from sellers on the firm's global supply exchange, Xandr Monetize SSP. The exchange-level deal IDs are tradeable through any DSP (demand-side platform) on the market.

Eimear O'Rourke (pictured), Account Director, comments: 'Publishers, advertisers and their agencies often have valuable data assets they are not monetizing effectively due to the lack of existing sales channels that offer the commercial control they want, particularly with the diverse trading needs of APAC. Xandr Curate solves this by making it easy to package and price proprietary assets against Xandr's global supply footprint into an exchange-level deal ID that's tradeable through any DSP in the market.'

Web site: www.xandr.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.