Xandr expands premium video marketplace via deals with FTA channels & Foxtel
AT&T’s Xandr’s premium video marketplace now includes content from Australian broadcasters Nine, SBS, Seven, Ten and Foxtel.
The data-driven advertising company revealed it will now offer buyers the opportunity to access audiences across CTV and BVOD content from some of the largest broadcasters in the region.
Xandr senior account director, Mark Serhan, said the growth in the company’s premium video marketplace is good for advertisers, content owners and consumers alike.
“Xandr is building the premier digital video marketplace in Australia, and we are focused on improving the CTV experience for advertisers, content owners and consumers. We are delighted to be working with Nine, Seven, Ten, SBS and Foxtel to achieve this goal as CTV and Live Video continues to grow rapidly here.”
According to the Interactive Advertising Bureau (IAB) Australia, CTV and BVOD consumption has grown 18% year-on-year in Australia, with 7.38 million people watching streaming content on a device every day.
Foxtel Media executive director of agency sales, Nev Hasan, said: “Xandr’s platform offers a great diversity of demand, and we’re excited to offer buyers the opportunity to build their brands and reach audiences across CTV and BVOD channels.”
Recen first-half reporting saw Xandr report growth in digital spent of 101% year-on-year globally, with the company saying its Australian growth has been driven by Australia’s largest broadcasters adopting its strategic selling platform Xandr Monetize. Xandr did not, however, disclose monetary figures alongside its growth percentages.
The company will continue to invest in emerging channels, and said solutions such as Prebid Server Premium, video taxonomy, and a holistic approach to identity have contributed to its success this year.
SBS national digital operations and technology Manager, Lee Callagher, said: “We have been working closely with Xandr on the Prebid Server Premium product integration, which aims to provide us with a streamlined view of programmatic demand.
“This is critically important for continually improving the user experience. Xandr’s offering allows for increased supply access for SBS advertisers whilst giving us greater frequency and ad experience controls across SBS On Demand.”
Meanwhile, ViacomCBS/Network Ten programmatic group sales manager, Adelina Moon, said: “It was important for us to find a partner like Xandr who was building the future of content targeting for programmatic advertisers.
“Offering superior CTV content targeting opportunities is a big part of our go to market strategy and Xandr helps us bolster that offering for our clients.”
Seven Network head of programmatic sales and audiences, Luke Smith, added: “CTV and BVOD are both important growth sectors for advertisers. We’ve actively looked to increase the size of our logged in first party data through our content led strategy.
“The fact we can offer known users and identity provides advertisers with a wealth of rich addressable and demographic data to better plan and execute their campaigns. Xandr’s platform enables us to surface this data in a safe and privacy compliant way.”
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