Xandr, AT&T's advertising and analytics unit, said it formed Community, a marketplace that in addition to content from AT&T's WarnerMedia unit, includes content from Vice, Hearst Magazines, Newsy, Philo, Tubi and Xumo.
At its upfront-week event dubbed the Xandr Front, the company also said its addressable TV products now have reach and frequency capabilities and can access set-top-box video no demand inventory across more than 80 TV networks.
The reach and frequency capabilities can help advertisers reach light TV viewers.
Xandr said its Community marketplace simplifies and improves advertisers' ability to connect with hard-to-reach audiences across TV, CTV, OTT, mobile and online.
Community also helps publishers achieve better yield on premium multi-platform inventory.
Brian Lesser
After only eight short months since the launch of Xandr, Community delivers on our promise of a brand-safe, insight-driven, premium video marketplace, said Brian Lesser, CEO of Xandr. Building on one of the largest technology platforms in the industry and integrating Xandr's unique audience insights from AT&T, we created the foundation of Community. Now, with the incredible inventory from our inaugural Community partners, the marketplace is open.
Community targets audience using AT&T data, which improves the efficiency of media buying.
Xandr also said that Community is integrated with Xandr's Cross-Screen Addressable solution, allowing advertisers to combine addressable TV with the scale of digital.
Were pleased to be working through Community to pair the largest free ad-supported movie and TV audience with unique addressable targeting through AT&T data, said Mark Rotblat, chief revenue officer, Tubi.
At Philo, we want to offer the best experience for both our subscribers and advertisers. By partnering with Xandr, we build upon our seamless programmatic solutions that allow advertisers to reach their audiences via the Philo platform, said Reed Barker, Philo's head of advertising.
Xandr said the improvements to its addressable offerings give media buyers better control over their TV buys during the upfront season.
Since we launched addressable TV seven years ago, we've run thousands of campaigns, and continue to see demand for addressable skyrocket as advertisers demand better results and greater control over their TV buys during this Upfront season, said Rick Welday, president of Xandr Media.
The new addressable TV offering limits the amount of times a particular household sees a specific brand message. It also helps determine which households are light TV viewers who have not seen a specific advertisement at all, creating the appropriate balance of advertising frequency.
Xandr also released research that found that TV advertising was the most effective way to help viewers discover new shows and influence content choices.
The research found that 56% of viewers learn about new shows from TV ads. It also found that roughly 2 in 3 viewers consume content across both linear and digital platforms. Consumers divide their viewing time between linear and digital based on the platform that is most convenient for their schedule, the research found.
Despite today's increasingly complex, expanding media landscape, linear TV advertising remains a core mode of show discovery that can cut through the clutter to drive engagement, said Jason Brown, SVP and head of advertising sales partnerships at Xandr. TV advertising remains a critical part of a strong cross-platform campaign strategy and a key component in their marketing mix.
Xandr conducted the research with Insight Strategy Group, which surveyed 2,000 TV viewers.
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
07/08/2025
July 8 2025, 22:30 (PDT) Tata Motors & Dolby Bring Dolby Atmos to Harrier.ev, R...
15/07/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
15/07/2025
L3Harris put its CORVUS-RAVEN counter-small UAS capability into the hands of soldiers at VANAHEIM, showcasing its ability to provide passive signal detect, enha...
15/07/2025
Netflix Viewing Up 13.5% vs. May, Represents 42% of Monthly Gain for Streaming
...
15/07/2025
SAN FRANCISCO and BENGALARU, India Sangeeta Chakraborty has been named chief revenue officer at Amagi, a cloud-based software-as-a-service (SaaS) technology pro...
15/07/2025
As part of its mandate, the Advanced Television Systems Committee the U.S. organization tasked with developing advanced broadcast TV standards promotes ATSC 3.0...
15/07/2025
QuickLink, the leading global provider of multi-camera video productions and remote contributions, announces the launch of two innovative control panels Studi...
15/07/2025
Chris Kontopanos has joined leading high-quality microphone solutions manufacturer, DPA Microphones, as the company's new Regional Sales Manager for the Mid...
15/07/2025
Magnifi by VideoVerse, a global leader in AI-powered video automation, has launched a major platform upgrade built to simplify live and archival video editing f...
15/07/2025
Telestream, a global leader in media workflow technologies, will preview its latest innovations at IBC2025, Stand 7.B21. This year's showcase highlights how...
15/07/2025
IBC2025 is set to transform the onsite experience for its global attendees with the launch of a pioneering new feature: full integration of Amsterdam's GVB ...
15/07/2025
Music, sport and technology collided in spectacular fashion as ASB GlassFloor powered the debut of Beats N Buckets, Germany's first Basketball meets Hip-Ho...
15/07/2025
The Collectv, the Emmy award-winning broadcast solutions and workflows consultancy - and winner of Broadcast Tech's Team of the Year is delighted to announc...
15/07/2025
SipRadius, the expert in secure, low latency media transport, will showcase how broadcasters and media companies can take control of fragmented IP workflows at ...
15/07/2025
Appear, the global leader in live production technology, today announced its strategic partnership with beIN ASIA PACIFIC, a leading multi-platform sports media...
15/07/2025
Company marks 15 years of innovation at the show
Broadpeak, a leader in streaming and monetization at scale, will return to IBC (Hall 1, Stand F83. RAI, Amster...
15/07/2025
New software solutions extend trusted timing measurement across broadcast, venue, and professional AV applications
Hitomi Broadcast, the market leader in audi...
15/07/2025
SHENZHEN, China Telycam has added control options for its portfolio of pan-tilt-zoom (PTZ) cameras with a new plug-in for Elgato's Stream Deck family of con...
15/07/2025
MELVILLE, N.Y. Chyron said its Chyron LIVE cloud-native live production solution has successfully completed the Amazon Web Services (AWS) Foundational Technical...
15/07/2025
PHILADELPHIA The Xumo streaming platform joint venture between Comcast and Charter has announced the nationwide launch of a new line of Xumo TVs from Westinghou...
15/07/2025
LONGMONT, Colo. DPA Microphones said Chris Kontopanos has joined the microphone solutions provider as its new regional sales manager, Mid-Atlantic....
15/07/2025
NOT FOR DISTRIBUTION IN OR INTO OR TO ANY PERSON LOCATED OR RESIDENT IN THE UNIT...
15/07/2025
News Corp Authorizes New $1 Billion Stock Repurchase Program and Intends to Acce...
15/07/2025
Back to All News
Netflix Announces the Start of Production of Los secretos de l...
15/07/2025
Harmonic's Hybrid, AI-Powered and Live Sports Streaming Innovations are Key ...
15/07/2025
The well-known and well-loved 4099 has been completely revamped. It features amazing CORE+ technology, which eliminates distortion and extends dynamic range, a ...
15/07/2025
Comscore Partners with HyphaMetrics to Launch Advanced Person-Level Audience Mea...
15/07/2025
Peak audiences of over half a million tune into both Kerry v Tyrone and Donegal ...
15/07/2025
PROTON Announces Production Facility Expansion Ahead of IBC2025 posted: 15/07/2025
Proton Announces Production Facility Expansion Ahead of IBC2025
Alongs...
15/07/2025
Submissions for NVIDIA's Plug and Play: Project G-Assist Plug-In Hackathon a...
14/07/2025
The Royal Moroccan Air Force hosted a C-130 award ceremony with L3Harris Technologies President of Intelligence, Surveillance and Reconnaissance Jason Lambert a...
14/07/2025
UK launch set for September, following on from recent US and Germany releases
London - UK, July 14, 2025 - Nielsen, a global leader in audience measurement, da...
14/07/2025
SHENZHEN, China Telycam has added control options for its portfolio of pan-tilt-zoom (PTZ) cameras with a new plug-in for Elgato's Stream Deck family of con...
14/07/2025
The awards are open to IBC2025 show exhibitors and offer a valuable platform for companies to raise awareness for the new products and solutions they will be la...
14/07/2025
Clear-Com is excited to announce a significant expansion of the award-winning Arcadia Central Station with new software updates. Together, these releases dram...
14/07/2025
Grass Valley and Daktronics today announced a strategic technology partnership that unites Grass Valley's live production expertise with Daktronics' lea...
14/07/2025
Cloud playout solutions provider, Veset, and swXtch.io, provider of cloud-based multicast and reliable networking solutions, are partnering to deliver multicast...
14/07/2025
Tintri , a DDN subsidiary and leader in AI-powered data management solutions, today announces a game-changing and award-winning refresh to its global Partner P...
14/07/2025
HighField AI, the broadcast industry's first agentic and multimodal AI platform for automating graphics production, is now commercially available. Developed...
14/07/2025
Encompass Digital Media has today announced that it has been delivering a complex global services project for DAZN, the world s leading sports entertainment pla...
14/07/2025
MASV (massive.io), the fastest, most reliable large file transfer platform trusted by over 10,000 global organizations, announced today it will showcase its nex...
14/07/2025
Calrec is introducing a series of usability, customisation and system enhancements across the entire range of Argo consoles at IBC 2025, on Stand 8.C47. Look ou...
14/07/2025
Fincons Group, IT business consultancy and systems integrator company with more than 40 years of experience in the market, is proud to announce a new engagement...
14/07/2025
Intinor returns to IBC to present the latest updates to its Direkt series. A key development on show is Intinor Direkt Management (IDM), a web-based interface f...
14/07/2025
Back to All News
Trailer Out Now! Netflix and YRF Entertainment's Mandala ...
14/07/2025
Back to All News
25 Former Athletes Seek Redemption in Final Draft,' Japan...
Xandr, AT&T's advertising and analytics unit, said it formed Community, a marketplace that in addition to content from AT&T's WarnerMedia unit, includes content from Vice, Hearst Magazines, Newsy, Philo, Tubi and Xumo.
