During this week’s TV Upfronts AT&T’s DMP unit Xandr revealed its new video marketplace called Community. At the launch Community will include digital video inventory from WarnerMedia’s networks along with Vice, Hearst, Newsy and OTT services such as Philo, Tubi and Xumo. Linear (aka Traditional) TV inventory is also expected to be added later in 2019.
Community is Xandr’s attempt to link addressable viewers across many different video services into one market where buyers can simply purchase audience, instead of TV programming they hope will reach an intended audience. According to Xandr CEO Brian Lesser, “The goal is to enable advertisers to connect with hard-to-reach audiences, regardless of how they engage with content on TV, connected TV, over-the-top, mobile and online. The marketplace is designed to be brand-safe and privacy-protected.”
This is also the first tangible integration of WarnerMedia into AT&T’s blossoming media services division. By infusing Warner’s inventory into Community Xandr hopes to create enough momentum to persuade other networks and publishers to join the platform.
Debuting Community during the Upfronts is the right way for Xandr to make a big splash with their new platform. Now we’ll see if the buying community embraces the new marketplace.