Microsoft Advertising, Accuweather, The CW and Tastemade have joined Community, the premium video advertising marketplace created by AT&T’s ad-tech arm, Xandr.
Community launched last May — eight months after the launch of Xandr itself — with video inventory from AT&T Watch TV and DirecTV Now (since rebranded AT&T TV Now), and the connected TV apps, sites and mobile apps of inaugural members including WarnerMedia (CNN, TNT, TBS, truTV, B/R Live, Otter Media, and Warner Bros., Crunchyroll, Rooster Teeth, VRV), Vice, Hearst Magazines, Newsy, Philo, Tubi and Xumo.
At launch, Xandr said Community’s reach exceeded 150 million viewers per month.
A+E Networks, AMC Networks, Cheddar, Bloomberg and Vudu are also Community members now.
Community, which seeks to be a one-stop shop for targeted video and television ads, has the advantage of being able to harness insights from AT&T’s 170-million consumer relationships to build large numbers of audience segments, as well as AT&T’s ability to identify devices within households for targeting purposes.
Scale, through building membership, is also key to competing effectively with other cross-media targeting players including NCC Media, Comcast, OpenAP Market and the digital publisher networks of Amazon, Google, Roku, Samsung and others.
“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,” stated Kelly Davidson, director of global partnerships at Microsoft Advertising.
“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, the platform’s chief business officer.