Battle lines are being drawn in the ongoing quest to lure advertisers to new kinds of TV commercials. AT&T’s Xandr ad-tech unit said Wednesday that AMC Networks, WarnerMedia and Walt Disney had joined its Xandr Invest, a buying platform that allows advertisers to define narrower audience segments and reach them with TV programming.
The company said the Xandr technology would be available in time for TV’s 2020 “upfront”ad sales market. In joining Xandr, the media companies are setting off a battle of sorts.
NBCUniversal, ViacomCBS, Fox Corp, and Univision are part of a separate consortium, Open AP, that is also working to accelerate the advertising practice known as “audience buying,” or place commercials more precisely across networks and
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