AT&T’s Xandr adds The CW, Microsoft to Community ad marketplace

Community uses insights from AT&T’s millions of direct customer relationships and Xandr’s ad tech to offer targeted advertising across linear TV and digital. (AT&T)

The CW, Tastemade, AccuWeather and Microsoft Advertising have joined Community, a video advertising marketplace launched by Xandr, AT&T’s advertising and analytics division.

Other current Community partners include WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media, and Warner Bros. along with A+E Networks, AMC Networks, Cheddar, Bloomberg, Vudu, VICE, Hearst Magazines, Newsy, Philo, Tubi and Xumo.

Community uses insights from AT&T’s millions of direct customer relationships and Xandr’s ad tech to offer targeted and addressable advertising across linear TV and digital.

“Community creates a relevant advertising experience for consumers, and a welcoming environment for marketers and publishers,” said Xandr CEO Brian Lesser in a statement. “We’re excited to add incredible marquee partners to our curated marketplace powered by unique insights and technology from Xandr, as we continue to increase scale and access to premium video content.”

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“As a long-time Xandr partner, Microsoft Advertising is excited to be an earlier adopter of Community, powered by Xandr, to give buyers the best of both worlds: access to unique, custom AT&T audiences and Microsoft’s premium, brand-safe supply,” said Kelly Davidson, director of global partnerships at Microsoft Advertising, in a statement. “Video is one of the many touch points Microsoft Advertising has with consumers, so collaborating with Xandr on a cross-screen marketplace that holistically safeguards consumer preferences and is privacy compliant is directly aligned with Microsoft Advertising’s strategy.” 

“AccuWeather reaches more than 1.5 billion people globally through our multi-platform media properties, and we partner with companies that have a similar global footprint and the expertise to help reach advertisers and brands everywhere in the world,” said Eric Danetz, chief business officer of AccuWeather, in a statement. “Xandr understands the significant impact of weather on consumer behavior and is an ideal partner to help advertisers, agencies and brands connect with AccuWeather for powerful and efficient marketing campaigns.”