AT&T Analytics Unit Xandr Buys Ad Platform Clypd

Xandr, the advertising and analytics division of AT&T, has acquired audience-based TV ad sales platform Clypd. Terms were not disclosed.

Clypd was launched in 2012 and secured $19.4m in Series B funding in 2015. The firm's solutions offer advanced audience targeting across linear TV and OTT, enabling ad buys through standardized APIs. Clypd's clients should add more linear TV ad inventory to the Xandr Community video marketplace, and may also fill in gaps in its ad tech capabilities, according to www.mediapost.com .

Xandr was formed a year ago as a new division of telecoms giant AT&T, combining data on customers with advertising technology to find and reach specific audiences at scale. CEO Brian Lesser is pictured. AT&T bought digital ad tech platform AppNexus last year, as well as WarnerMedia, and aims to take a leadership position in selling addressable TV/video advertising - competing with majority Comcast-owned consortium NCC Media, as well as Nielsen and others.

Web sites: www.clypd.com and www.xandr.com .