A+E, AMC and Cheddar join AT&T’s Community advertising marketplace

News network Cheddar is one of the latest publishers to join AT&T's Community. (Cheddar)

A+E Networks, AMC and Cheddar have all joined Community, a new curated video advertising marketplace launched by Xandr, AT&T’s advertising and analytics division.

The publishers join Community’s initial launch partners WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media, and Warner Bros., along with Vice, Hearst Magazines, Newsy, Philo, Tubi and Xumo.

Community is using 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.”

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Xandr’s cross-screen addressable solution is now integrated within Community. The marketplace allows for addressable TV campaigns that use first-party data from AT&T’s 170 million direct-to-consumer relationships (across mobile, pay TV and broadband services).

Last year, Lesser said AT&T’s privacy policy will prevent it from using some customer data for its targeted ads. He also said that AT&T’s subscribers can opt out of the data programs if they want. But, he said Xandr will use data generated when AT&T subscribers use web browsers or services like DirecTV Now on their phones to target ads across mobile and TV.

Xandr launched in late 2018. The unit comprises AT&T’s data and analytics business, ATT.net, AppNexus and AT&T’s advanced TV business, AT&T AdWorks.