Led by advertising veteran Brian Lesser, Xandr is seeking to help advertisers and publishers buy, sell, and measure addressable advertising using AT&T's data, technology and content. Addressable advertising has long been talked about as a way to modernize how TV ads are bought and sold, and Xandr is one of several ad-tech companies working on a solution.
According to four big agencies interviewed for this story, Xandr has been pitching itself to advertisers over the past year while remaining cautious of rolling out too many products for advertisers. Some pointed out that addressable advertising has been slow to take off generally — AT&T-owned Turner has said that
OTT players like Hulu and Roku also sell advertisers tools to find linear cord-cutters on their streaming platforms, but Saville said that Xandr's scale gives it a leg up.Roku is pitching advertisers a tool that shows how much money they're wasting on TV ads — and it could spell trouble for networks' $70 billion industry
"That is their light TV viewer; it's not everybody's light TV viewer," the exec said."Every single one of us is looking for the secret sauce and promise of Xandr."
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