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

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