AT&T REBRANDS APPNEXUS SSP AS XANDR MONETIZE

With ‘Xandr Monetize’ AT&T Introduces OTT Header Bidding

‘Xandr Monetize’ OTT Header Bidding

One year after its acquisition, AT&T is rebranding AppNexus exchange to Xandr Monetize. Company said the new platform offers content owners improved monetization, through better inventory management capabilities, data-driven yield optimization, and differentiated buyer demand.

Xandr Monetize encompasses all the features of the former AppNexus seller products, including an ad server, supply-side platform (SSP), and yield analytics, along with TV capabilities.

Xandr Monetize also allows media companies to sell their inventory through its Community.  Xandr Community is the premium advertising marketplace and once can access it through Xandr Invest.

The company also claimed its Programmatic OTT with Prebid solution offers greater control like brand safety and frequency capping, while supporting simultaneous competition for inventory by all programmatic demand including real-time bidding and deals.

Xandr Monetize has already carried out the test of Programmatic OTT with Prebid on WarnerMedia, another AT&T-owned property.

Xandr Monetize gets the benefit of huge eco system of AT&T and existing AppNexus system.