Disney, AMC and WarnerMedia will sell TV ads on AT&T’s Xandr Invest platform

Xandr, AT&T’s advanced advertising company, has signed on AMC Networks, Disney, and WarnerMedia for its new Xandr Invest audience-targeting TV ad sales platform. Invest will work with TV programmers through a self-serve user interface to simplify campaign execution and provide audience insights from AT&T data. The company claimed the solution reaches 76% of all U.S. households, with the potential to reach 208.2 million total viewers each month. Advertisers will be able to define a single audience across all participating programmers, and can use their own first-party data, viewership data from Nielsen or Xandr Audience Segments. Buyers will be able to forecast estimated unified reach across programmers before they buy, and then measure delivery and reach through unified reporting metrics post-campaign. Xandr said Invest will be available for TV buyers through an open beta in time for the 2020 upfronts.