
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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Cobalt Digital and SineSix Media Partner to Transform Accessibility Compliance into a More Engaging Viewer Experience at NAB Show 2026
Collaboration integrates...
17/04/2026
Strengthening Appear's North America team with a new Vice President of Business Development
Appear ASA (Appear, OSE: APR), a global leader in live producti...
17/04/2026
New framework helps broadcasters, streaming platforms, and sports organizations apply AI to live video for monetization, metadata, highlights, and downstream wo...
17/04/2026
New whitepaper gives broadcasters and OTT operators independent, codec-by-codec evidence that the VisualOn Optimizer transforms viewer quality of experience.
V...
17/04/2026
Blackmagic Design Announces New Blackmagic URSA Cine Immersive 100G
Brie Clayton April 17, 2026
0 Comments
World's first immersive cinema camera f...
17/04/2026
NAB 2026: Vubiquity and Eluvio Showcase Streaming Solution that Significantly Re...
17/04/2026
What Makes a Good Marathon Running Playlist? We asked Xander Dawson, an eighth-semester saxophone major at Boston Conservatory running the Boston Marathon thi...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
At NAB Show 2026, PTZOptics (Booth N1902) will showcase a live sports streaming demo created in collaboration with Moondream, offering a new look at how Visual ...
17/04/2026
The Eindhoven University of Technology is a research university in the Netherlands spanning 25 buildings, specialising in engineering, science and technology. D...
17/04/2026
Documentary Editor - US, Remote
Brie Clayton April 17, 2026
0 Comments
Documentary Editor
April 13, 2026Freelance Video Cameraman - Los......
17/04/2026
Blackmagic Design Announces New Blackmagic URSA Cine 12K LF 100G
Brie Clayton April 17, 2026
0 Comments
Revolutionary digital film camera brings cinem...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
17/04/2026
Dubformer, the AI-powered dubbing platform, and Adapt, a global leader in AI-driven localization and dubbing solutions, have enabled Goalcast, the inspirational...
17/04/2026
At NAB 2026, Mavis will launch Mavis Studio, a new live production app for iPad that gives creators, broadcasters, and production teams a powerful new way to bu...
17/04/2026
Avid and Google Cloud today announced a multi-year strategic partnership to integrate generative and agentic AI into the media and entertainment industry's...
17/04/2026
At NAB Show, LucidLink will showcase how its platform brings content, people and workflows closer together than ever before, with newly available capabilities a...
17/04/2026
Beth Morrison and Moses Pendleton to be Honored at Boston Conservatory at Berkle...
17/04/2026
Jacob Collier, Jill Scott, and Vinnie Colaiuta to Receive Honorary Doctorates at...
16/04/2026
Appear ASA (OSE: APR) will announce three additions to its X Platform at NAB Sho...
16/04/2026
Harmonic has announced that CentralCast, a centralized master control facility for U.S. public media, has deployed Harmonic's XOS Advanced Media Processor t...
16/04/2026
Interra Systems has announced that Encompass Digital Media has integrated its BA...
16/04/2026
Grass Valley will demonstrate its Media Infrastructure capabilities at NAB Show 2026 (Booth C2408, Central Hall), bringing routing, signal processing, and orche...
16/04/2026
As preparations ramp up for the FIFA World Cup 2026, Verizon has outlined a sweeping connectivity and infrastructure initiative that will underpin broadcast ope...
16/04/2026
Advanced Image Robotics (AIR) has announced its selection for the 2026 MLS Innovation Lab. AIR will work with MLS clubs, players, and executives on automated vi...
16/04/2026
JWX has announced the acquisition of True Anthem, an AI-powered social publishin...
16/04/2026
Jomboy Media and FuboTV Inc. have launched the Jomboy Media Channel, a 24/7 channel available to FuboTV base plan subscribers. The channel, timed to the start o...
16/04/2026
Wave Central, a Domo Broadcast Company (Booth C2820), and EVS Broadcast Equipmen...
16/04/2026
Tata Communications and Formula 1 have released Race Before the Race, the firs...
16/04/2026
DPA Microphones has released a firmware update for its N-Series Digital Wireless...
16/04/2026
Sony's Live Stage at NAB Show 2026 is the place to hear directly from the content creators, end users, and technology experts who are pushing boundaries in ...
16/04/2026
Perfect Game and Youth Prospects have announced a partnership covering broadcast...
16/04/2026
National Collegiate Rugby (NCR) has announced a media rights partnership with Al...
16/04/2026
Audio-Technica has announced two new mid-side (MS) stereo broadcast microphones:...
16/04/2026
PSSI Global Services has announced the acquisition of Beagle Networks, a provider of IT infrastructure and onsite technical support for media and enterprise cus...
16/04/2026
Blackmagic Design has released Blackmagic Camera for iOS 3.3, a free update available now from the Apple App Store. The update will be demonstrated at NAB Show ...