Xandr is working with media and entertainment companies including AMC Networks, Disney, and WarnerMedia to enable data-driven, audience-based buying at scale for linear TV, through Xandr Invest.
For U.S. advertisers, this latest evolution of Xandr Invest’s enhanced TV solutions offers new ways to plan and activate audiences more consistently across TV media owners.
With Xandr Invest, U.S. advertisers can now define a single audience across all participating TV media owners using Xandr data or Nielsen data, as well as customising with their own first- or third-party data.
This TV buying capability under the platform enables U.S. advertisers to forecast estimated reach and frequency before they buy, and then measure delivery, reach, and frequency through holistic reporting metrics post-campaign.
“Xandr is advancing the way TV and digital advertisers buy audiences within premium content environments, across screens. We have seen an incredible appetite from local broadcasters, agencies and advertisers to adopt addressable TV as part of their media mix. We are committed to educating as we grow and look forward to sharing our learnings from building and offering a TV platform in the U.S.,” said Samuel Tan (pictured), Senior Director, JAPAC Marketplace Development, Xandr.
“As our global markets move into this exciting space, Xandr will be ideally positioned to provide a tech platform for buyers, sellers and data providers.”
“Providing relevant advertising to interested consumers in a premium content environment is a top priority for the industry. Xandr Invest provides powerful technology and unique consumer insights that enable advertisers to reach consumers in an engaging way,” said Brian Lesser, CEO of Xandr.
“Working with marquee media brands like AMC Networks, Disney, and our sister company WarnerMedia, will help us create a unified, data-enabled solution for advertisers, which is the future of TV buying.”
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