Altice USA unveils its nationwide multiscreen advertising and data brand

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Altice announces a4. (Altice USA)

Altice USA has unveiled a4, a new brand name for its advanced advertising and data business. It’s the result of several years of integration and investment, including the acquisition of Audience Partners and Placemedia, since the Netherlands-based operator acquired Cablevision in 2016.

The new group will include those groups plus Alice USA’s pre-existing ad and data services to deliver audience-based, multiscreen advertising solutions to local, regional and national advertisers and MVPD partners, the company said in a statement.

Altice USA acquired Audience Partners, a leading provider of privacy-compliant, authenticated IP addressability technology in the U.S., in May of 2017. In February it added Placemedia—a leader in supply-side programmatic ad solutions for national linear, addressable, OTT and on-demand television—as part of its plan to capitalize on the growing opportunity in digital advertising.

“The launch of a4 is an important milestone to mark our investment in advanced advertising and analytics solutions and formalizes our work over the last year to establish this platform,” said Charles Stewart CFO of Altice USA.

The company said the a4 business allows advertisers to build their authenticated audience segments using non-personally identifiable data and to activate campaigns across any screen—TV, mobile, tablet and computer—with significant accuracy.  

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It provides a proprietary, cutting-edge intelligent planning and optimization process. Multiscreen activation allows clients to seamlessly activate audience-based campaigns across more than 90 million U.S. households—both in and out of the home—through privacy-compliant and authenticated IP addressability capabilities and addressable TV.

In measurement and attribution, during and post campaigns, a4 provides advanced measurement and data analysis, including combined reaching frequency by audience and screen exposure. 

“Having executed numerous successful campaigns, a4 has a unique opportunity to service the complex needs of advertisers with our advanced, all-in-one advertising and data platform to drive clients' business results,” said a4 president Paul Haddad. “With the dynamic and integrated platforms that make up a4, today we are bringing tremendous efficiencies to brands looking to reach verifiable audiences across every screen, in and out of home, and prove back the impact of their spend.”