Community, powered by Xandr, is a curated marketplace of publishers that enables advertisers to reach their audiences at scale in a brand-safe, privacy-protected, and premium video environment.
Media brands A+E Networks, AMC Networks, and Cheddar build upon the inaugural Community partners, including WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media, and Warner Bros., as well as VICE, Hearst Magazines, Newsy, Philo, Tubi, and Xumo.
Community is built on Xandr’s powerful technology and consumer insights, enabling buyers and sellers to drive better business outcomes. This new marketplace is the first-step towards the future convergence of linear TV and digital.
Xandr CEO Brian Lesser (feature image) said: “At its core, Community is all about helping our content partners succeed in getting the best value for their premium content.
“By bringing together all of this great content that is backed by sophisticated consumer analytics and incredible technology, Community is able to provide a better solution for advertisers and a better experience for consumers.”
Community offers advertisers access to premium content at scale through multi-seller deals, while providing publishers a way to increase the value of their inventory and improve monetisation.
Increasingly, advertisers are looking to connect with hard-to-reach audiences as digital video and TV converge. To help advertisers reach audiences across screens, Xandr’s Cross-Screen Addressable solution is now integrated within Community, allowing advertisers to combine the power of addressable TV with the precision and scale of digital.
By tapping into valuable, first-party insights from AT&T stemming from 170 million direct-to-consumer relationships in a privacy-protected manner, Community allows advertisers to reach audiences based on intent, interest and lifestyle attributes.
These insights help advertisers improve the effectiveness of their media buys by gauging brand health and managing frequency caps.