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AT&T relaunches AppNexus’ SSP as Monetize, now with OTT

In August of last year, AT&T announced it had completed its purchase of major ad platform AppNexus.

Late last week, the telco giant said it was relaunching the AppNexus supply-side platform (SSP) as Xandr Monetize, and adding capabilities for Over-the-Top (OTT) TV ad sales.

The various AT&T advertising assets and infrastructure were combined in September, 2018 as a new ad and analytics company, Xandr.

Monetize joins two other recently-launched Xandr components. This past June, AT&T relaunched the AppNexus demand-side buying platform as Xandr Invest, with AT&T first-party data added. A curated premium advertising marketplace called Xandr Community was unveiled in May.

The new Xandr exchange includes the features of the former AppNexus platform, such as an ad server, supply-side platform and yield analytics (formerly Yieldex).

It adds programmatic selling of OTT inventory, through the open source header bidding platform Prebid.js, for multiple SSPs, connected TV devices or other digital TV inventory. Prebid Server Premium, Xandr’s simplified server-side header bidding solution for OTT inventory, lets buyers compete directly for OTT with server-side header bidding.

Also featured is Programmatic Guaranteed, where publishers can pre-agree on reserved inventory commitments, within a programmatic bidding structure that includes features for frequency capping and brand safety.

The post AT&T relaunches AppNexus’ SSP as Monetize, now with OTT appeared first on ClickZ.

Reblogged 2 months ago from www.clickz.com

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