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

Cheddar
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.”

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“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.”

RELATED: Xandr CEO talks about how AT&T will use wireless subscribers' data to target TV ads

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.

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