The Relevance Conference Santa Barbara, a leadership series presented by Xandr, an AT&T unit

SANTA BARBARA — Addressable TV advertising technology has the capability to help advertisers target customized TV ads at individual households based on known data characteristics. But TV networks give cable and satellite platforms the ability to sell just two minutes per hour of advertising in their live feeds of network programming. So how is addressable […]

SANTA BARBARA, CA – Short consumer attention spans don’t surprise L’Oreal’s Nadine Karp McHugh. What’s she’s interested in seeing is how AT&T’s new Xandr unit can help brands achieve relevance in their value exchanges with those consumers. “I think that competition is always a good thing, and I think that this new offering at Xandr […]

SANTA BARARA — Is relevance still… relevant? For years, marketers have talked about reaching a point in the advertising ecosystem where they can know so much about their audiences that they can craft and customize the most precise messages and content for consumers. That is still the hope, but getting there is going to take […]

SANTA BARBARA, CA – Dave Morgan certainly knows the value of partnerships when scaling advanced audience targeting for television. So when he takes in the aspirations of AT&T’s Xandr, it’s the partnering theme that gets his attention. “There’s a really big mission. Whether AT&T itself is going to be able to do it or not […]

SANTA BARBARA, CA – The biggest play for AT&T’s new Xandr unit is the marriage of high-quality content with technology and its satellite delivery system for addressable television, according to Horizon Media’s Dave Campanelli. “Theoretically, they are the first ones to put it together,” says Campanelli, who is EVP, Co-Chief Investment Officer for the media […]

SANTA BARBARA, CA – With the rebranding of AT&T’s Xandr on the heels of the acquisition of AppNexus, brand engagement can become more of a reality in the eyes of programmatic veteran Art Muldoon. “Having worked with AppNexus since 2010, we’ve really seen the evolution of programmatic turn into a people-based marketing endeavor,” says Muldoon, […]

SANTA BARBARA, CA – Having spent more than 25 years on the sales side of the television business, Catherine Sullivan thinks AT&T’s new Xandr unit can leapfrog the industry. When it comes to helping marketers understand their target audiences and making TV smarter with more attribution and relevant advertising, “It can’t happen fast enough,” says […]

SANTA BARBARA — For years, marketers have tried combatting growing consumer resistance to advertising with a hopeful refrain – if only they could make their ads more “relevant”, perhaps marketing would cross a rubicon and become useful. The theory is all well and good – but how do you actually make it happen? Perhaps inconveniently, […]

SANTA BARBARA — In a sea of loosening “social” graphs, it is an oasis of strong communities. Now Reddit wants to be an advertising powerhouse, too. In this video interview with Beet.TV, Reddit COO Jen Wong discusses the company’s strategy to marry content, distribution and customer data produce relevance and addressable TV. On March 19, […]

SANTA BARBARA, CA – NBCU has brought audience optimization technology in-house, developing its own algorithms and making it more responsive to market demands, says Denise Colella. NBCU had been using market-available software for its optimization activity, the company’s SVP, Advanced Advertising Products & Strategy, says in this interview with Beet.TV at the recent Xandr Relevance […]

SANTA BARBARA, CA – One of the big challenges for brands is being relevant in an environment of “continuous partial attention” on the part of consumers. That wasn’t an issue for AT&T at its recent Xandr Relevance Conference, according to Criteo’s Mollie Spilman. “They’re trying to pull off something really unique, but I can tell […]

SANTA BARBARA, CA – Planning and executing addressable television campaigns still means pulling together a variety of resources, but if Xandr can help to simplify that it will further facilitate bringing TV into the lower part of the sales funnel, according to Mike Law. “We’ve really been optimistic about the space,” says Law, who is […]

SANTA BARBARA — It takes a pretty seismic change for a company to sell its core, to focus only on a part that it later acquired. But that’s what ad-tech Acxiom – a data warehouse firm that sells consumer profiles to the world’s largest companies, available to advertisers and ad-tech platforms for advanced customer targeting – […]

SANTA BARBARA, CA — From super personalization to in-ad ecommerce opportunities, connected and interactive TV platforms offer so many possibilities to target, reach and engage specific viewers in new ways. But building ads like this has traditionally been hard. With so many fragments to assemble and new skills to learn, it’s no wonder that so […]

SANTA BARBARA, CA – Xandr’s partnership with Altice and Frontier to aggregate and sell their national addressable television inventory are just the first steps in Xandr’s pursuit of a national marketplace for premium, video-centric advertising on both the buy-side and sell-side. Within the next 12 months, Xandr envisions having “aggregated significant amounts of supply. We will […]

SANTA BARBARA, CA – With Xandr, there’s no questioning the vision of AT&T as it harnesses its growing data, content and communications assets. It’s all about the execution. “And now comes the heavy lifting,” says Brian Gleason, CEO, Performance Media Group, GroupM. “From a vision, I think they’re spot-on.” In this interview with Beet.TV at […]

SANTA BARBARA, CA – The new partnership between Altice USA and AT&T’s newly birthed Xandr represents the first realistic consolidation of national addressable television inventory, according to the head of Altice’s a4 advanced TV advertising business. “There has been a lot of talk over the past few years and many companies, partners and vendors have […]

SANTA BARBARA, CA – When IAB CEO Randall Rothenberg contemplates the rebirth of AT&T’s advertising and media operations in the form of Xandr, he sees a looming competitor to the most powerful digital giants. “There’s no question that lots of folks in the marketing and media world would like more alternatives to Google and Facebook, […]

SANTA BARBARA, CA –  In a news environment characterized by “information overload,” journalists need to slow things down a bit and in so doing help people become smarter, says CNN’s Senior Media Correspondent, Brian Stelter. “It’s almost as if we need like, a little bit of a slow news movement because everything’s happening so fast […]

With a nod to the technology legacy of Alexander Graham Bell, AT&T Advertising & Analytics has rebranded itself as Xandr and announced a deal to aggregate and sell the national addressable TV advertising inventory of Altice USA and Frontier Communications. The news comes as AT&T convenes The Relevance Conference in Santa Barbara to explain how […]