AT&T’s advanced advertising arm Xandr announced today that A+E Networks, AMC Networks and Cheddar have all joined Community, its video marketplace which was launched earlier this year. The additions are significant not only in the amount of inventory the three will add to Community, but in how they broaden Community’s inventory well beyond AT&T-owned WarnerMedia’s media businesses.
Community already gave buyers access to inventory from non-WarnerMedia properties, with Vice, Hearst Magazines, Newsy, Philo, Tubi and XUMO all signed up as launch partners. But the addition of the three new partners will help further establish Community as not just an AT&T specific offering – all three are well known media brands with lots of originally produced content. A+E and AMC will also substantially boost the volume of non-AT&T owned linear TV inventory.
One of Community’s key selling points is its use of AT&T subscriber data. As VAN has previously reported, AT&T is one of the more active telcos when it comes to monetising its wealth of consumer data, and the company says it uses data from its 170 direct consumer relationships to enable targeting based on intent, interest and lifestyle attributes. These insights are also used to help brands gauge brand health, and for frequency capping across screens.
But AT&T also sells Community on its brand safety credentials, and its access to both traditional TV and digital video inventory across screen. “At its core, Community is all about helping our content partners succeed in getting the best value for their premium content,” said Brian Lesser, CEO of Xandr. “By bringing together all of this great content that is backed by sophisticated consumer analytics and incredible technology, Community is able to provide a better solution for advertisers and a better experience for consumers.”