AT&T AdWorks and Cox Communications unit Cox Media said they completed a strategic agreement offering television advertising buyers access to Cox Media’s ad inventory through the AT&T AdWorks Television Audience Network.
The TAN advertising platform creates a connected network that consists of AT&T U-verseTV households and other multichannel video programming distributors, now including Cox Media's approximately 6 million connected households. TAN has expanded its reach across the country, including the top 25 DMAs, AT&T AdWorks said in a release.
“With fragmented ratings and growing CPMs—advertisers are looking for new cost-efficient ways to reach their target audiences on television,” Mike Welch, president, AT&T AdWorks, said in the release. “The AT&T AdWorks Television Audience Network allows brands and marketers to find their audiences and then reach them at scale on AT&T U-verse along with our ever-expanding network of TV video providers. We are thrilled Cox Media has joined the growing list.”
“Cox Media and AT&T AdWorks are now able to provide advertisers with the ability to target specific demographics with an impression-based pricing model,” Mike Zeigler, VP of Cox Media Business Development and Operations, said in the release. “Our new agreement with AT&T AdWorks is a tremendous step forward in bringing a digital buying platform and smart audience measurement technology to television. This agreement is an innovative opportunity to serve a new segment of TV ad buyers while helping maximize the value of Cox ad inventory.”