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AT&T to Combine Xandr Ad-Tech Business With WarnerMedia

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AT&T said it would fold its stand-alone Xandr ad-tech unit into WarnerMedia, just weeks after the CEO of Xandr abruptly departed. Gerhard Zeiler, who was named chief revenue officer of WarnerM…

, a top executive at WPP’s large GroupM media-buying operation, to build a business aimed at helping advertisers use data to place marketing pitches more precisely and create new commercial formats that could be used in streaming video and broadband venues.

Indeed, Lesser initially reported directly to Randall Stephenson, the chairman and CEO of AT&T. In August of 2018, AT&T spent a reported $1.6 billion to buy ad-tech firm AppNexus, which operates online ad exchanges that help advertisers target specific consumer audiences by placing ads across dozens of websites.

Stephenson will step down as CEO in July, and John Stankey, who is currently the telecom giant’s chief operating officer, will succeed him. AT&T launched Xandr – the name is a tip of the hat to Alexander Graham Bell, inventor of the telephone – with great fanfare.

And yet, AT&T found having two distinct teams talking with advertisers and media buyers created confusion in the marketplace.

 

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