AT&T Inc. (NYSE:T) has signed a definitive accord to takeover AppNexus. Following the takeover, AT&T will include AppNexus in its advertising and analytics division. Chief Executive Officer, Brian Lesser will head the advertising and analytics division of AT&T.
AppNexus is engaged in offering enterprise products for use in digital advertising. It addresses the needs of agencies, publishers and marketers. The company has over 400 product managers and software engineers, who are experienced to carry out the functions efficiently. The management team as well as the employees have expertize in predictive analytics and machine learning. They also have expertize in video and advertising technology. It is definitely a plus to AT&T to improve its leadership position in TV advertising.
AT&T promotes the growth of advertising platform through this acquisition. The company will also strengthen its footprint in advanced TV advertising.
According to Lesser, Ad Tech is uniting the real-time analytics/ technology with AT&T’s premium video and TV content. Hence, AT&T has selected the right player AppNexus in this space.
AT&T To Invest in AppNexus
Lesser said AppNexus has advanced technology, necessary infrastructure and talent. Therefore, merger of AppNexus with AT&T helps to provide the world-class advertising platform. AT&T and AppNexus together will be able to deliver the innovative content to the publishers and brands to reach the consumers.
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The company will pump in funds into AppNexus by integrating its premium video content, first-party data, and distribution. AT&T commands over 170 million direct to consumer relationships across the video, wireless and broadband businesses.
Following the takeover, AppNexus will be able to extend the advertising and analytics footprint of AT&T worldwide into Australia, Asia Pacific, Latin America, and Europe.
Chief Executive Officer of AppNexus, Brian O’Kelley said both the companies together will work out a strategy for advertising in the future. Combination of incredible assets of AT&T with the technology of AppNexus will help the marketers and brands to provide a new advertising experience to the customers. Both the companies will be able to provide what the customers are looking for.
AppNexus Enters into a Pact with Ignition One
AppNexus has signed a partnership pact with Ignition One to improve advertising capabilities. The marketers can make use of the Ignition One’s platform to analyze the on-site user activity.