Turner to Tap AT&T Viewer Data to Sell Commercials

Variety | 1/8/2019 | Brian Steinberg
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AT&T’s Turner TV unit is adding set-top box data from sister unit Xandr, AT&T’s advertising and analytics division, to create new services it can burnish as TV’s “upfront” market grows closer.

Turner has for several years now offered products that allow potential customers to use data to refine their ad buys, honing in on specific kinds of audiences. The hops is that by using AT&T’s viewer data, the TV unit can offer better services.

Clients - Business - Outcomes - Impressions - Adults

“Clients are focused more on business outcomes and not just on impressions of adults between 18 and 49,” said Donna Speciale, president of Turner ad sales, in an interview.

The two units are teaming up to...
(Excerpt) Read more at: Variety
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