Xandr

Xandr, Inc. (pronounced "Xander") is the advertising and analytics division of AT&T's WarnerMedia which operates an online platform, called Community, for buying and selling consumer-centric digital advertising.[3]

Xandr, Inc.
Formerly
AT&T Advertising and Analytics (2018)
Division
IndustryAdvertising
Analytics
PredecessorsAT&T AdWorks
Turner Advertising
FoundedSeptember 25, 2018 (September 25, 2018)
Headquarters
New York City, New York
,
U.S.
Area served
Worldwide
Key people
Kirk McDonald (CBO)[1]
ProductsCommunity
Xandr Invest
Xandr Monetize
Revenue$2 billion (2019)[2]
ParentWarnerMedia
DivisionsXandr Media
Xandr Data
SubsidiariesAppNexus
Clypd
Websitewww.xandr.com

History

Following its June 2018 acquisition of AppNexus,[4] Xandr was formed by AT&T to construct a national TV advertising marketplace.

Xandr was launched, on September 25, 2018, at its inaugural AT&T Relevance Conference, in Santa Barbara, California, and was named after its parent company founder, Alexander Graham Bell.[5][6]

In June 2019, Xandr rebranded its AppNexus DSP, launching Xandr Invest, to serve as its central ad-buying hub.[7][8]

On October 18, 2019, Xandr acquired Massachusetts-based Clypd, an audience-based sales platform for television advertising.[9][10][11]

On April 30, 2020, it was folded into WarnerMedia.[12]

Leadership

Xandr is led, temporarily, by Kirk McDonald [13], after the departure in March 2020 by former GroupM North America CEO Brian Lesser, who was appointed chief executive officer of AT&T advertising and analytics in 2017.[14] Rick Welday serves as president of Xandr Media (formerly AT&T AdWorks), with Ray Carpenter as chief financial officer (CFO), Kirk McDonald as chief marketing officer (CMO), and Michael Rubenstein is president of AppNexus.[15]

The company hosts an annual Relevance Conference.[16]

Xandr is a sponsor of Girls Who Code Summer Immersion Programs[17] in which chief data scientist Catherine Williams is active; Williams is a frequent speaker at various Women In Tech events and for the annual AppNexus Women’s Leadership Forum. [18]

Vice president of product management Lindsay Van Kirk was named among the 2019 “40 under 40” during NYC Television Week, in October, 2019.[19]

Operations

In May 2019, Xandr launched Community, its new video marketplace[20] that connects advertisers, publishers, and consumer media brands,[21] including AT&T's WarnerMedia platforms: CNN, TNT, TruTV, B/R Live, and Otter Media. Other media on the Community platform includes Vice Media, Hearst Communications, Newsy, Philo, Tubi, and Xumo,[22][23] Vudu, and Bloomberg.[24]

The fee-transparent,[25] consumer-centric Xandr advertising model combines data, AT&T’s newly acquired WarnerMedia content, AppNexus, and other proprietary advertising technology, to integrate with AT&T’s consumer network,[5][6] creating the first personalized advertising of its kind, with different commercials being delivered to different viewers simultaneously.[26]

During its first year, Xandr’s revenue was mainly derived from DirecTV sales. The company has approximately 1800 employees,[27] including 60 in Europe.[21]

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References
  1. https://digiday.com/media/ceo-brian-lesser-gone-advertisers-question-atts-commitment-xandr/
  2. "2019 AT&T EARNINGS Xandr Segment" (PDF). AT&T. p. 25.
  3. "AT&T Putting All Programmatic Digital Ad Spending with Xandr Move adds scale to AppNexus platform" by Jon Lafayette; Broadcasting Cable; February 11, 2019. Accessed May 21, 2019.
  4. "AT&T’s Xandr Officially Combines Its TV Ad Biz With The AppNexus Digital Ad Platform" by Rae Paoletta; Ad Exchanger; November 29, 2018. Accessed May 21, 2019.
  5. "AT&T Ad Unit Now Called ‘Xandr’ in Nod to Alexander Graham Bell" by Scott Moritz and Lucas Shaw; Bloomberg; September 25, 2018. Accessed May 21, 2019.
  6. "AT&T Launches New Advertising Company, Xandr"; AT&T; September 25, 2018. Accessed May 21, 2019.
  7. Mariel Soto Reyes (June 12, 2019). "The Relevance Conference Santa Barbara, a leadership series presented by Xandr, an AT&T unit". Business insider. Retrieved December 13, 2019.
  8. Dang, Sheila (June 10, 2019). "The AT&T's Xandr launches ad-buying platform for premium content". Reuters. Retrieved December 13, 2019.
  9. "XANDR ACQUIRES CLYPD IN MOVE TO BUILD CONNECTED TV EMPIRE Ad Age; October 18, 2019. Accessed October 21, 2019.]
  10. Dang, Sheila (October 17, 2019). "AT&T's Xandr purchases TV advertising company clypd: source". Reuters. Retrieved December 13, 2019.
  11. Dang, Sheila (October 17, 2019). "AT&T's Xandr purchases TV advertising company clypd: source". Reuters. Retrieved December 13, 2019.
  12. https://www.xandr.com/news/warnermedia-and-xandr-combine-to-create-a-stronger-value-proposition-for-agencies-advertisers-and-publishers/
  14. "GroupM North America CEO Brian Lesser to Depart for AT&T Role" by Alexandra Bruell; The Wall Street Journal; August 4, 2017. Accessed May 21, 2019.
  15. "About"; Xandr. Accessed May 21, 2019.
  16. "The Relevance Conference Santa Barbara, a leadership series presented by Xandr, an AT&T unit". Beet TV. September 24, 2019. Retrieved December 13, 2019.
  17. "Girls Who Code Expands Free Summer Programs for 2019 into Arkansas, Delaware, Pennsylvania, and Texas"; Girls Who Code; January 22, 2019. Accessed May 23, 2019.
  18. "Xandr's Catherine Williams: Mathematician, Storyteller, Leader", by Kathy Newberger; Media Village; February 12, 2019. Accessed May 23, 2019.
  19. "NYC TV Week's 40 Under 40". NYC TV Week. October 30, 2019. Retrieved December 13, 2019.
  20. "Xandr To Launch 'Community' Marketplace, Enhanced Addressable TV Offerings" by Alex Weprin; Digital News Daily; May 14, 2019. Accessed May 21, 2019.
  21. Joseph, Seb (July 1, 2019). "AT&T's Xandr has ambitious European expansion plans". DIGIDAY. Retrieved December 13, 2019.
  22. "AT&T’s Xandr Unveils Community, Its Long-Awaited Video Marketplace" by Patrick Kulp; Ad Week; May 14, 2019. Accessed May 21, 2019.
  23. "Xandr introduces ad marketplace, dubbed Community, during upfronts" by Jeanine Poggi; May 14, 2019. Accessed May 21, 2019.
  24. Lafayette, Jon (September 23, 2019). "One Year In, Xandr Still Pushing for Relevant Ads". Broadcasting & Cable. Retrieved December 13, 2019.
  25. "AppNexus Reworks Publisher Contracts To Enable Fee Transparency For Buyers" by Sarah Sluis; Ad Exchanger; December 11, 2018. Accessed May 21, 2019.
  26. "AT&T Pushes Xandr Ad Products in Viacom Carriage Talks" by Alexandra Bruell; The Wall Street Journal; March 25, 2019. Accessed May 21, 2019. On March 11, 2020 CEO Brian Lesser resigned. On April 30, 2020 AT&T announced that Warner Media and Xandr would be merged.
  27. Steinberg, Brian (December 10, 2019). "AT&T's Xandr Works for Closer Ties With WarnerMedia". Variety. Retrieved December 13, 2019.
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