Brian Steinberg Senior TV EditorOpen AP and AT&T’s Xandr were once seen as staunch rivals. Indeed, WarnerMedia, one of Open AP’s founders, broke away from the company once AT&T started showing ambitions of dabbling in the new technology that fuels modern advertising.Now the two companies are shaking hands and getting ready to play, not fight, in the same sandbox.As part of a strategic alliance, Xandr clients will now be able to use defined audience segments that have been part of Open AP’s services, giving advertisers who use ten of the nation’s biggest TV operators access to consistent parameters when it comes to seeking specific consumer niches.
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