Xandr, AT&T’s advanced advertising and analytics business, has acquired clypd, a TV advertising data platform for broadcast and cable TV networks.
Xandr will integrate clypd to improve converged buying and selling across addressable TV, data-driven linear TV, mobile, and OTT channels on streaming video services. Clypd’s technology platform is used by TV programmers to serve relevant advertising in linear TV channels. The company also offers options to automate advertising through private or open marketplaces, as well as advanced planning and optimization tools to help improve yield for advertising inventory.
Clypd’s functionality will slot into Xandr Monetize, which helps publishers package, sell, and measure the performance of inventory across digital and addressable. Monetize is the primary supply-side platform for Xandr’s marketplace Community and is expanding access to more video by adding SpotX as an exclusive third-party supply-side platform for Community for 2020. Advertisers using Community will get direct access to the SpotX platform.
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Community’s media partners include WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media and Warner Bros., as well as A+E Networks, AMC Networks, Bloomberg, Cheddar, Vudu, VICE, Hearst Magazines, Newsy, Philo, Tubi and Xumo.
Community, which launched earlier this year, uses Xandr’s advanced advertising technology, along with AT&T’s millions of direct customer relationships that provide insights used for targeting ads. The company described the marketplace as the first steps toward a “future convergence of linear TV and digital.”
“At its core, Community is all about helping our content partners succeed in getting the best value for their premium content,” said Brian Lesser, CEO of Xandr, in a statement. “By bringing together all of this great content that is backed by sophisticated consumer analytics and incredible technology, Community is able to provide a better solution for advertisers and a better experience for consumers.”
Xandr and WarnerMedia are also extending their relationships with Yospace, owned by SpotX, to provide server-side ad insertion capabilities.