Xandr, AT&T’s advanced advertising company, has today announced the launch of Xandr Curate, a platform offering data-layered curated deals across premium multi-seller inventory in Xandr’s marketplace.
Using this technology, data owners and publishers are combining powerful first-party assets in a premium environment to reach qualified inventory and audiences at scale. At the same time, supply management teams can better shape supply for their trading teams by creating custom marketplaces with inventory from multiple sellers.
Buyers are increasingly looking for differentiating data to reach their users programmatically. With changing media consumption habits and the decrease of cookies, user identity data and quality contextual data are becoming critical for media buyers to effectively reach the right consumers across multiple screens.
Additionally, as more inventory moves from direct channels to programmatic channels, buyers are moving from buying on the open exchange to private marketplaces (PMPs) or “deals” as they are looking for safer ways to buy and have better access to premium inventory.
Curated deals have significantly increased operational efficiency for Playground xyz. Xandr Curate provides them with the tools to directly manage their own supply marketplace, and to bundle inventory with their Attention Time optimisation into deals.
Playground xyz CEO Rob Hall said: “Xandr Curate takes Xandr’s existing robust global supply and lets us go one step further. We can now seamlessly access premium supply and overlay our attention data on the fly, making it easier for us to scale quickly in new markets, while also increasing supply in existing markets like Australia.”
The access, control, and transparency enabled by curation brings additional benefits for Omnicom Media Group.
“Xandr Curate has been instrumental in Omnicom’s progress around inventory curation and advanced supply management, both of which help us better execute against brand safe, premium supply on behalf of our clients,” said Adam Coulter, Head of Platform and Capabilities, ANZ, Omnicom Media Group. “We see immediate benefits with our ‘always on’ display activity, and plan to expand our use of Xandr Curate for other media channels including broadcast video on demand buys and more custom deals in future.”
Xandr Curate enables data owners – publishers, retailers, data providers – to leverage their exclusive assets and generate additional revenue by reaching programmatic media buyers. The platform allows customers to create deal-based media products that layer their proprietary data with inventory from sellers on the Xandr Monetize SSP, one of the largest omnichannel, multiformat, global supply exchanges. The exchange-level deal IDs are tradeable through any DSP on the market.
The platform offers a fully self-service UI, distinct from the managed service products available across most other platforms.
Erica Blakslee, Senior Account Director, Xandr, Australia said: “Publishers, retailers and data providers often have valuable data assets they are not monetising effectively due to the lack of existing sales channels that offer the commercial control they want, with the programmatic tradability buyers demand. Xandr Curate solves this by making it easy to package and price proprietary assets against Xandr’s global supply footprint into an exchange-level deal ID that’s tradeable through any DSP in the market.”