Xandr Launches Audience Targeting Tool 'Monetize TV'

New York-based Xandr, the advertising and analytics division of AT&T, has launched an audience-based platform called Monetize TV, allowing buyers to reach target audiences at scale.

Xandr combines data on customers with advertising technology to find and reach specific audiences. The firm's Curate platform enables data owners to 'layer' their assets with data from other sources and package it for sale via Xandr's marketplace.

The launch of the new Monetize TV self-serve technology is a result of Xandr's 2019 acquisition of audience-based TV ad sales platform clypd, and builds on it by enabling access to automated, cross-seller demand from Invest TV, Xandr's TV buying platform. Through this platform, media owners can build advanced audiences using Nielsen, Xandr and matched first-party data sets; and sellers can forecast viewing to generate proposals across networks, dayparts and selling titles to maximize reach or impressions against an advertiser's target audience.

Mark Mitchell (pictured), VP, Business Development, TV Platform, Xandr, comments: 'As TV viewing moves to digital channels, buyers want the granular targeting and measurement benefits of digital on TV. As such, sellers need to be able to offer optimized proposals for advanced audience targets for their linear inventory. Monetize TV's effort to standardize audience-based transactions is essential to scaling the TV marketplace'.

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.