AT&T’s Xandr taps Comscore for addressable ads across DirecTV, Altice and Frontier

TV watching
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. (Pinho/Unsplash)

AT&T’s advanced advertising and analytics business, Xandr, has chosen Comscore as the measurement and currency provider its addressable advertising offers across DirecTV, Altice USA and Frontier.

For Comscore, the deal is an expansion on the work it has already been doing in addressable with DirecTV, AT&T’s satellite TV provider.

"We are excited to have Comscore as our addressable measurement partner. We've relied on Comscore for our own DirecTV addressable measurement for more than five years and look forward to extending to our expanded offering. With its years of experience in addressable advertising measurement, Comscore represents a currency that advertisers can rely on," said Dan Rosenfeld, vice president of data strategy at Xandr, in a statement.

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Xandr last year set deals with Altice USA and Frontier to aggregate and sell their national addressable TV advertising inventory. Those agreements are meant to help establish a national TV marketplace for advertisers and content publishers. Xandr is also collaborating with a4, Altice USA’s advanced advertising business, to help expand a4’s nationwide addressable digital advertising capabilities.

The Comscore agreement arrives as Xandr is signing up more content partners for Community, its curated video advertising marketplace. Last month A+E Networks, AMC and Cheddar joined 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.

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).

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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