With proposed acquisition of AppNexus, AT&T is investing to accelerate the growth of its advertising platform and strengthen its leadership in advanced TV advertising. AppNexus has an excellent and experienced management team and employee base which includes more than 400 software engineers and product managers. This team brings leadership and vertical expertise in machine learning and predictive analytics, advertising technology and video.
“Ad tech unites real-time analytics and technology with our premium TV and video content,” said Lesser. “So, we went out and found the strongest player in the space. AppNexus has scale of infrastructure, advanced technology and diverse talent. The combination of AT&T advertising & analytics and AppNexus will help deliver a world-class advertising platform that provides brands and publishers a new and innovative way to reach consumers in the marketplace today.”
AT&T will continue to invest in and build on AppNexus’ foundational technology as it integrates with AT&T’s first-party data, premium video content and distribution. AT&T has more than 170 million direct to consumer relationships across its wireless, video and broadband businesses. AppNexus also extends AT&T advertising and analytics’ footprint globally, expanding into Asia-Pacific, Australia, Europe, and Latin America.
“Innovation is core to the heritage of both AT&T and AppNexus, and we have an exciting opportunity to chart the future course of advertising together,” said Brian O’Kelley, CEO, AppNexus. “Combining AT&T’s incredible assets with our technology, we will help brands and marketers power new advertising experiences for consumers. It’s what the market is asking for, and together we’re poised to deliver it.”
As the AppNexus platform is integrated across AT&T advertising & analytics, it will continue to build and bring new capabilities to market that will improve the value of AT&T’s robust ad-supported premium video content portfolio including Turner Networks,Audience Network, and Otter Media.
The transaction, which is expected to close during the third quarter of 2018, is subject to customary closing conditions. Until the transaction closes, each company will continue to operate independently.
As per the sources, AT&T advertising & analytics is creating a new option for advertisers and publishers to find and reach specific audiences at scale in trusted, premium content environments. As a current leader in advanced TV advertising, we help advertisers deliver the right message, at the right time, on any device within a premium content environment. We are rooted in a tradition of responsible data usage. For more than 140 years, AT&T has used data to inform and improve the customer experience.
It also represents the cumulative video-capable D2C relationships across the following services: Postpaid, prepaid and reseller wireless; US and LatAm pay-TV, including DIRECTV NOW; Mexico wireless; and US consumer broadband.