Xandr Relevance Conference

CANNES—A year ago at the Cannes Lions, AT&T provided a sneak peak of its future with a tease banner outside the Carlton Hotel that would presage the launch of Xandr, formerly AT&T Advertising & Analytics. “It’s been quite a whirlwind year since Cannes 2018,” says Xandr Chief Marketing Officer Kirk McDonald. What followed was Xandr’s […]

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 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, 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, 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 […]