APRIL 30, 2020 – New York, NY – AT&T is taking the next step in its transformation as a modern media company. Today, AT&T announced WarnerMedia and Xandr are combining to create 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,” said 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. Xandr’s 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,” stated 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 HBO Max in 2021.
Xandr is AT&T’s advertising company and a leader in addressable advertising, creating a better solution for advertisers and media companies. Xandr Invest and Xandr Monetize, our strategic platforms built on more than a decade of AppNexus’ innovation, optimize media spend across screens for buyers and sellers alike. Community, powered by Xandr, is a curated marketplace of premium publishers, providing access to unique consumer insights in a brand-safe environment. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.
WarnerMedia is a leading media, advertising and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, Warner Bros., TNT, TBS, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies, truTV and others. WarnerMedia is part of AT&T Inc. (NYSE:T).