Altice USA and Frontier Communications are the first announced addressable advertising clients for Xandr, AT&T’s new advertising unit consolidating its advanced TV business, AT&T AdWorks, its data and analytics business, as well as the newly acquired ad tech company AppNexus.
Xandr encompasses all aspects of the existing AT&T advertising and analytics businesses and will be run by Brian Lesser, the former GroupM North America chief who was recruited to AT&T last year.
Under the agreements with Altice USA and Frontier, Xandr will aggregate and sell the telecom companies’ national addressable advertising inventory. Xandr will also collaborate with Altice’s advanced advertising division, a4, in an effort to help it expand its addressable advertising capabilities.
The announcement was made from the Relevance Conference in Santa Barbara, Calif., an investor-targeted event produced by Xandr.
For more on Xandr, see Agenda.