AT&T is taking the next step in its transformation as a modern media company, combining WarnerMedia and Xandr to create what it suggests is a better advertising value proposition for brands, publishers and consumers alike. Gerhard Zeiler, Chief Revenue Officer, WarnerMedia & President, WarnerMedia International will oversee all advertising responsibilities across AT&T.
This unification will enable brands and agencies to gain access to the broadest and most effective advertising solutions including the highest-quality content and environments, leading advanced TV products, and intelligent digital advertising capabilities. Kirk McDonald, Chief Business Officer, Xandr will continue to lead Xandr, reporting directly to Zeiler.
“We are in unprecedented times that amplify the priority across both WarnerMedia and Xandr, to deliver valuable results and outcomes for our agencies and clients,” noted Zeiler. “Now more than ever, we need to simplify advertising and further our marketplace capabilities for our customers. This is done through one holistic conversation that spans premium content and trusted environments, alongside proven and advanced ad capabilities.”
As the lines between TV and digital video continue to converge, Xandr’s platform teams are delivering the technology for a converged future, according to AT&T, suggesting that its global premium advertising marketplace makes it easier for buyers to find audiences across screens, driving performance with increased safeguards, transparency and better measurement.
By combining with WarnerMedia, Xandr will continue to offer advanced media and technology solutions, including Addressable video, and a premium advertising marketplace powered by the Xandr Invest platform for buyers and the Xandr Monetize platform for sellers. Not just a platform for AT&T’s media portfolio, Xandr’s marketplace is made up of premium third-party publishers and programmers. Xandr will continue to work alongside partners independently to scale this marketplace.
“Xandr and WarnerMedia have always worked hand-in-hand to benefit our incredible advertising partners,” commented McDonald. “This is the next logical step to help empower our clients and continue to ‘Make Advertising Matter’ for consumers. I look forward to the work ahead of us as one powerful combination.
With the addition of Xandr, WarnerMedia will combine all go-to-market and commercial efforts. This combination will also accelerate innovation for new advertising formats for SVoD service HBO Max in 2021.