Xandr Launches ‘Xandr Curate’ For Multi-Seller Inventory

Xandr Launches ‘Xandr Curate’ For Multi-Seller Inventory
SHARE
THIS



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.”

 

Please login with linkedin to comment

Xandr

Latest News

Millennials Top Influencer Power List, With Cristiano Ronaldo Number One
  • Marketing
  • Media

Millennials Top Influencer Power List, With Cristiano Ronaldo Number One

Visual Capitalist‘s ‘Generational Power Index‘ for 2021 has found that millennials have the highest share of power in terms of digital platform and celebrity. Despite coming second last in terms of overall economic, political and cultural power (with Gen Zs at the bottom), Millennials hold significant power in terms of the digital world, particularly in the […]

by B&T Magazine

B&T Magazine
“We’re Here For The Long Term”: Amazon Prime Video Presents Showcases The Aussie Content Taking Over The World
  • Media

“We’re Here For The Long Term”: Amazon Prime Video Presents Showcases The Aussie Content Taking Over The World

Prime Video Presents Australia 2021, held at Crown Sydney on Tuesday afternoon, showcased an immense array of Australian content coming soon to the small screen. Presented by comedian Joel Creasey, attendees included a range of Australian talent in-person and onscreen including comedians and writers Kate McLennan and Kate McCartney, AFL Hall of Fame player Michael […]

by B&T Magazine

B&T Magazine
İstanbul, Turkey - February 10, 2019: Woman using smart phone on a couch. The smart phone is an iPhone 8 displaying Twitter application.  iPhone is a touchscreen smartphone developed by Apple Inc.
  • Media
  • Technology

Twitter Set To Launch $4/Month Subscription Service 

Social media platform Twitter may soon come with a monthly price tag, as rumours about ‘Twitter Blue’ continue to swirl. It has long been suggested that Twitter should take to a subscription model as a way to increase the overall monetisation of the userbase. According to analysts, Twitter’s average revenue per user (ARPU) is around […]

by B&T Magazine

B&T Magazine
Adelaide, Australia - September 20, 2013: Entering passcode on an iPhone 4 running iOS 7. iOS 7 is the foundation of iPhone, iPad, and iPod touch. It comes with a collection of apps and useful features. The iOS 7 update features a redesigned interface and hundreds of new features.
  • Technology

iOS 14.5: What It Means For Evolving Consumer Expectations Around Privacy

The early results for Apple’s new iOS 14.5 are in. In this piece, Kat Warboys, Marketing Director, APAC at HubSpot explains what the evolving consumer expectations around privacy mean for businesses. The world of security and data privacy is constantly evolving, and while many marketers are now used to this rollercoaster ride, this month’s iOS […]

Opinion

by B&T Magazine

B&T Magazine
Fiverr Creates Free Billboard Ads for Local Businesses In New Campaign Via By All Means
  • Marketing

Fiverr Creates Free Billboard Ads for Local Businesses In New Campaign Via By All Means

Fiverr, one of the world’s largest online marketplaces for digital services, has launched ‘Bill’s Billboards’, an initiative to help boost the local economy by creating free ads for local businesses and running them across $250,000 worth of billboard space. The ads in question were made by an award-winning Fiverr freelancer, who set himself up on […]

New Podcast The Wellness Rebellion Delivers Science Over Speculation
  • Media

New Podcast The Wellness Rebellion Delivers Science Over Speculation

The Wellness Rebellion with Maz Compton and Dr Sam Hay is a reset on everything we know about our health and wellness, uncovering the truth and debunking the trends with science-based wellness information to improve your everyday wellbeing. Each episode in the new weekly podcast series will see Compton and Dr Hay discuss a wellness […]