Xandr Expands Premium Video Marketplace To Include All Australia’s Premium, Commercial Broadcasters

Xandr Expands Premium Video Marketplace To Include All Australia’s Premium, Commercial Broadcasters
B&T Magazine
By B&T Magazine



Xandr, AT&T’s advanced advertising company, today announced the expansion of its premium video marketplace to include all of Australia’s premium, commercial broadcasters.

The most recent quarter saw Xandr post impressive international growth across digital video, and specifically, Connected TV (CTV). In Australia, high growth in video has been driven by Australia’s largest broadcasters adopting its strategic selling platform Xandr Monetize. Broadcasters now working with Xandr in Australia include Nine Entertainment Co., Seven Network, ViacomCBS/Network Ten, SBS and Foxtel Media.

Xandr’s growth locally has mirrored the rise in Connected TV (CTV) and Broadcast Video On Demand (BVOD) consumption, with a 17 per cent year on year increase, to 7.38 million Australians, watching streaming content on a device every day and BVOD consumption up 40 per cent year on year.

“Xandr is building the premier digital video marketplace in Australia, and we are focused on improving the CTV experience for advertisers, content owners and consumers,” said Mark Serhan, Senior Account Director, Xandr [pictured]. “We are delighted to be working with Nine, Seven, Ten, SBS and Foxtel to achieve this goal as CTV and Live Video continues to grow rapidly here.”

Foxtel Media Executive Director of Agency Sales, Nev Hasan, said: “Xandr’s platform offers a great diversity of demand, and we’re excited to offer buyers the opportunity to build their brands and reach audiences across CTV and BVOD channels.”

Powering an open and global marketplace that supports all industry participants, Xandr is continuing to invest in emerging channels like BVOD, CTV and over-the-top steaming (OTT). Solutions such as Prebid Server Premium, video taxonomy and a holistic approach to identity have contributed to Xandr’s successes in 2021.

Prebid Server Premium

Xandr’s Prebid Server Premium offers server-side header bidding across all formats and channels, including digital video and connected TV inventory, giving sellers a unified view of header bidding performance across all demand, formats, and channels, while providing actionable insights to improve performance or troubleshoot issues.

SBS National Digital Operations and Technology Manager, Lee Callagher, said “We have been working closely with Xandr on the Prebid Server Premium product integration, which aims to provide us with a streamlined view of programmatic demand. This is critically important for continually improving the user experience. Xandr’s offering allows for increased supply access for SBS advertisers whilst giving us greater frequency and ad experience controls across SBS On Demand.”

Video Taxonomy

This includes Xandr’s unified taxonomy for all video content object fields, such as genre, rating, delivery type (live or on demand) and duration, so that users of the Xandr marketplace can transact and report on a clearly defined and manageable set of OTT content descriptors, gaining critical insight into where their ads are running.

ViacomCBS/Network Ten Programmatic Group Sales Manager, Adelina Moon, said: “It was important for us to find a partner like Xandr who was building the future of content targeting for programmatic advertisers. Offering superior CTV content targeting opportunities is a big part of our go to market strategy and Xandr helps us bolster that offering for our clients.”

Identity

Seven Network Head of Programmatic Sales & Audiences, Luke Smith, said: “CTV and BVOD are both important growth sectors for advertisers. We’ve actively looked to increase the size of our logged in first party data through our content led strategy. The fact we can offer known users and identity provides advertisers with a wealth of rich addressable and demographic data to better plan and execute their campaigns. Xandr’s platform enables us to surface this data in a safe and privacy compliant way,”

 




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