AT&T recently revealed its plans to acquire the online advertising company, AppNexus. As per the announcement, the No. 2 wireless carrier company in the U.S. has entered into a definitive agreement with the digital advertising firm led by CEO, Brian Lesser.
Chief Executive of WarnerMedia, a new unit of AT&T, John Stankey stated a few days ago that the company plans to sell targeted ads for Turner networks including CNN and TNT very shortly. It seems that this new acquisition is in tune with these plans of the company.
AT&T hoping to compete with Facebook & Google
AppNexus is known for operating in the leading global advertising marketplace. The technology company offers enterprise products for online advertising. It provides service to agencies, marketers, and publishers. AT&T stated that with the addition of AppNexus, it will be able to build up its advertising business more strongly and hopes to give a tough competition to big names in the field like Facebook, Verizon, and Google. Recently, the current leader in advanced television advertising also settled a deal of $85 billion to acquire Time Warner Inc, a media company.
The American multinational conglomerate is known for creating innovative ideas for publishers and advertisers to enable them to reach target audiences. As per the report, with the acquisition of AppNexus, AT & T advertising & analytics is planning to attract the advertisers that are looking for hyper- specific targeted ads. The company will use the huge data related to customers that it has collected over the years through wireless offerings to come up with successful campaigns in the future. It should be noted that the company has been using the data for more than 140 years to inform as well as improve the experience of the customer.
AT&T to benefit from AppNexus’ expertise in machine learning
The Texas-based company has acquired AppNexus with the aim to accelerate its growth in the advertising sector as well as to establish its name in the television advertising world. The global internet technology company has a team of more than 400 product managers and software engineers with top-level experts in machine learning, advertising technology, video and predictive analytics forming the core.
Accordingto the CEO of AppNexus, Brian Lesser, “Ad tech unites real-time analytics and technology with our premium TV and video content. So, we went out and found the strongest player in the space. AppNexus has scale of infrastructure, advanced technology and diverse talent.” He further added that the combination between AppNexus and AT&T will be successful at developing a world-class advertising platform providing publishers and brands an innovative and new way to attract the consumers in today’s market.