AT&T To Target Internet Ads Based On U-verse TV, Mobile Data


AT&T's AdWorks division next month plans to launch a proprietary service promising to let marketers target Internet advertising to consumers based on data collected from U-verse TV and AT&T wireless users.

The telco expects to launch the AT&T AdWorks Reflection service in mid-September. AT&T said it has signed two advertisers that plan to use the service, but did not identify them.

The service uses aggregate and anonymous TV viewing data from more than 10 million U-verse TV set-tops and mobile content usage -- including downloaded apps, games and videos -- from more than 69 million of AT&T's postpaid mobile customer billing relationships. A proprietary algorithm developed by AT&T Labs then maps campaigns onto the telco's Online Audience Network based on that data, by identifying common attributes to target similar audiences online.

"AT&T AdWorks is excited to help advertisers bridge the gap between online and TV and mobile media," Michael Rosen, AT&T AdWorks vice president of online and mobile sales, said in a statement.

Last month, Nielsen launched a cross-platform advertising product -- using technology from ad-analytics startup MediaMath -- designed to correlate how people watch TV with what they do online, in order to better target Web ad campaigns to consumers.

AT&T emphasized that it is targeting audience segments based on aggregated TV and mobile data that is not personally identifiable.

The telco said it can deliver ads developed for TV and mobile to online audiences using the same TV creative for online video in a variety of ad formats.