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 ...
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 ...
07/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/04/2026
Frequency, the engine behind many of the world's leading streaming television channels, at NAB 2026 will be launching new Studio services to help content ow...
07/04/2026
Ikegami USA has chosen NAB 2026 in Las Vegas as the launch platform for new additions to its range of broadcast-quality television production equipment. These w...
07/04/2026
April 19, 2026, Las Vegas Kiloview, an innovative provider of AV-over-IP technologies, will showcase its latest broadcast IP solutions at NAB 2026, presenting...
07/04/2026
Bitmovin has announced support for Server-Guided Ad Insertion (SGAI) across its playback products using HLS interstitials, enabling more advanced ad-supported s...
07/04/2026
Synamedia is unveiling AI by Quortex at The NAB show, a just-in-time AI plugin framework that applies intelligence only when needed across video processing, dis...
07/04/2026
Cuez will showcase four additions to its cloud-based newsroom, rundown and automation platform at NAB Show 2026 (April 18 22, Las Vegas, Booth N1867):
Cuez ...
07/04/2026
CueScript to Showcase Innovations at NAB that Add Mobility Options, Ease Editing...
07/04/2026
Barix Extends Transport Options for Multi-Engine IP Encoder
Brie Clayton April 7, 2026
0 Comments
New for NAB, Barix adds SRT and RIST support to Mult...
07/04/2026
Elite Media Technologies Selects Interra Systems' BATON File-Based QC Soluti...
07/04/2026
Tightrope Media Systems to Debut Cablecast LiveBridge for Simultaneous Streaming...
07/04/2026
Cuez Brings Four New Innovations to NAB 2026: From Story-Centric Newsroom to Ope...
07/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/04/2026
Designed for synchronized multi-stream playback, low-latency delivery, and real-time analytics, MATCH introduces a unified viewing experience for sports broadca...
07/04/2026
Berklee Students to Honor George Martin with Performance of Original Scores The orchestra, led by associate professor Xander Rovang, will perform several work...
06/04/2026
Michigan legends bring a new voice to the broadcast as TNT Sports and CBS Sports...
06/04/2026
From high school sports all the way up to the major leagues, building high-quali...
06/04/2026
Quickplay, an AI company for the media and entertainment industry, has been accepted into the Advanced tier of the TwelveLabs Ecosystem Partner Program. Quickpl...
06/04/2026
Grass Valley has announced the Future Playmakers Program, a global initiative to...
06/04/2026
El l der de operaciones impulsa la producci n en estudio mientras encuentra insp...
06/04/2026
The ops leader helps lead the charge in studio for the Spanish-language broadcas...
06/04/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
06/04/2026
The National Hockey League (NHL), in partnership with Verizon and the New Jersey Devils, today announced the opening of the NHL Innovation Lab powered by Verizo...
06/04/2026
Rock League, a new professional curling league, has announced that ESPN+ will stream its inaugural 2026 season for fans in the United States. The first Rock Lea...
06/04/2026
Advanced Systems Group has announced the appointment of Andrea (Andy) Cummis as Vice President of Systems Design and Engineering. In this role, she will lead de...
06/04/2026
Backed by Bolt Ventures, the venture brings Bryson DeChambeau, Grant Horvat, and...
06/04/2026
With this environment we can start that collaboration even earlier because we ca...
06/04/2026
Like the immortal lives of vampires, some stories never really end. That's t...
06/04/2026
As podcasting continues to evolve, growth increasingly means building beyond aud...
06/04/2026
Multiband dynamics plug-in enhanced
California-based developer FSK Audio have released a significant update for their innovative multiband dynamics processo...
06/04/2026
Share official & user-created full-rig presets
IK Multimedia's latest TONEX update makes it possible for users of the popular amp and effects modelling ...
06/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/04/2026
Dalet Showcases Dalia Agentic AI and End-to-End Media Workflows at NAB Show 2026
Brie Clayton April 6, 2026
0 Comments
Dalet, a leading technology and...
06/04/2026
OpenDrives Shows Off Sports Expertise in Sports Business Hub located in NAB Show...
06/04/2026
Proton to Demonstrate 3D Application at NAB 2026
Brie Clayton April 6, 2026
0 Comments
Yet further creative potential unleashed through innovation in ...
06/04/2026
Autoscript Highlights Voice-Driven Prompting and PTZ Solutions at NAB 2026
Brie Clayton April 6, 2026
0 Comments
Experience Autoscript Voice, PTZ prom...
06/04/2026
Mediaproxy Highlights Significant Enhancements to its LogServer suite at NAB Sho...
06/04/2026
Wayne, N.J., April 6th, 2026 Phantom High-Speed announces the release of PCC 4...
06/04/2026
April 6th, 2026
TRIBECA STUDIOS AND LILLY ANNOUNCE WINNERS OF INAUGURAL VITAL...
06/04/2026
Back to All News
Netflix Expands Kids Entertainment Lineup With Playground App ...
05/04/2026
Tackles all reported bugs!
SoundBridge have just announced the launch of a new update that introduces a couple of minor changes to their remote collaboratio...
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.
