AT&T has bought Clypd, the data-driven TV advertising platform. The operations will become part of the AT&T Xandr ad business and help provide more personalised ads for its streaming services.
AT&T said Clypd will help the company improve the converged buying and selling for its streaming video services, help programmers automate advertisers through private or open market places, and create tools for a better yield.
Xandr Monetize helps publishers package, sell and measure the performance of ads, and acts a platform for Xandr’s premium marketplace Community. With the acquisition, the service will expand access to more premium video, adding SpotX as its exclusive third-party supply-side platform for Community 2020. Xandr and WarnerMedia will also be extending their relationships with Yospace, owned by SpotX, to provide SSAI (server-side ad insertion) capabilities.
Media properties supplying Community include WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media and Warner Bros., as well as A+E Networks, AMC Networks, Bloomberg, Cheddar, Vudu, VICE, Hearst Magazines, Newsy, Philo, Tubi, and Xumo.