AT&T formally announces programmatic marketplace

After leaking details about its new programmatic advertising exchange in the Wall Street Journal, AT&T (NYSE: T) put together a corporate blog post, outlining its new "Video Inventory Platform."

"This programmatic platform, developed with Videology, provides advertisers with an automated way to target and plan campaigns using AT&T AdWorks data-informed premium quality national TV ad inventory on every cable network/daypart and across 26MM households in all 210 DMAs. Targeting is determined using proprietary aggregated and anonymized data and third-party sources," the post said. 

The Video Inventory Platform will initially include TV Blueprint inventory -- which is data-driven linear TV inventory across 26 million DirecTV and U-verse households," AT&T added. "In the future the platform could include additional inventory sources such as Addressable TV, TV Everywhere and digital video. 

You can read the full post here

Suggested Articles

Blockgraph has partnered with TVSquared to provide omni-channel TV measurement and audience activation.

The CEOs of AT&T, Charter and Comcast this week presented varying visions for the future of pay TV at their respective companies.

Charter doesn’t think it needs its own video streaming box and believes its video app strategy and third-party agreements are enough.