Xandr and TiVo announced today that they have entered into an agreement to make TiVo’s ad-supported CTV inventory available to buyers in the Xandr Marketplace. The agreement includes TiVo’s pre-roll and in-stream content CTV advertising offerings. TiVo selected Xandr Monetize for its streamlined inventory management capabilities, data-driven yield optimization analytics, and robust buyer demand.
Xandr’s transparent media solutions enable buyers to easily plan and execute high quality video and CTV campaigns through one-to-one or one-to-many deals across a wide range of premium suppliers. By taking a unique buyer-centric approach, Xandr is able to remove friction and inefficiencies in the premium video marketplace and ensure that buyers are reaching valuable audiences in premium environments at scale. As a result, video now accounts for one third of all spend on the platform, which grew 75% in Q1 2021, largely driven by CTV’s 235% increase over the same period.
“By integrating with Xandr’s advanced technology platform, TiVo is furthering our commitment to providing advertising partners with the tools they need to effectively and efficiently communicate their marketing messages, at scale,” said Walt Horstman, SVP of Monetization, TiVo. “Xandr’s end-to-end platform enables a direct and streamlined exchange with buyers, providing unique and heightened value as the CTV ecosystem grows in complexity.”
TiVo’s CTV solutions bring addressability to linear TV through two engaging products; pre-roll DVR, which allows advertisers to reach prime-time broadcast audiences that were missed due to time-shifted viewing, and CTV ad units across a diverse set of premium AVOD streaming services. Now buyers can achieve the granularity of advanced targeting with the power of broadcast spots and engage their target audiences at scale through one streamlined CTV buy.
“We’re excited to offer buyers in the Xandr Marketplace access to TiVo’s diverse content and inventory types as well as its highly engaged audiences,” said Alex Chatfield, Vice President, Marketplace Development, Xandr. “Xandr is committed to providing buyers with a robust, transparent, and data-rich infrastructure of deals that unlocks net new targeting and increased access to premium CTV inventory at scale.”
A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest and Xandr Monetize, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.