It spent billions of dollars buying DirecTV and Time Warner, running up a hefty debt burden in the process. Xandr, which has also been hitched to ad sales efforts at networks like TNT and CNN, has been name-checked often in reference to the expansion of HBO Max, but the role it would play has not been fully articulated.
AT&T spent $135 billion including the transformational 2016 buy of Time Warner for $109 billion and 2015’s purchase of DirecTV for $48.5 billion – DirecTV is also for sale. AT&T, which entered the second half of 2020 with $152 billion in net debt, is said to be shopping its Xandr advertising unit. The Hollywood Reporter, LLC is a subsidiary of Prometheus Global Media, LLC. On a revenue basis, Xandr generated about $2 billion in 2019, a small fraction of AT&T’s $181 billion in total, though it grew 16% from 2018. | Cookie Settings.
After helping to found Open AP, an industry consortium devoted to helping advertisers create new consumer-data measurements that can be used across different TV networks, WarnerMedia pulled out after the AT&T merger, largely because Xandr hoped to chart its own course in that business, Despite making progress – Xandr’s revenue in the fourth quarter of 2019 came to $607 million, compared with $381 million in the fourth quarter of 2017 – the company was increasingly paired with WarnerMedia’s own Madison Avenue outreach. Launch dates for broadcast, cable and streaming programs, Up-to-date lists for broadcast, cable and streaming series, Pandemic-proof vs. pandemic-contingent broadcast lineups, Signup for Breaking News Alerts & Newsletters, Get our latest storiesin the feed of your favorite networks. Shares of the company were down 1.5% at midday on Tuesday. Selling Xandr, "really puts a nail in the coffin of this whole idea that there is money to be made for [telecom companies] in marketing," said Tal Chalozin, chief technology officer and founder of ad tech firm Innovid. © 2020 The Hollywood Reporter 'Gossip Girl': Model & Skateboarder Evan Mock Joins HBO Max Series Reboot, In October 2019, at an investor day held on the Warner Bros lot in Burbank, AT&T CEO John Stankey mentioned Xandr. “As ad dollars follow this shift in viewing, and we manage the downtrend on cable networks, we’ll leverage Xandr to monetize increased digital AVOD inventory,” he said.
Advertising is expected to play an important role in the future of HBO Max, the general entertainment streaming service launched by AT&T’s WarnerMedia in May. It is meant to give advertisers targeting through AT&T consumer data across phone, Internet and TV services. The talks on selling Xandr are in the early stages and may not necessarily result in a sale. The company intends to keep Crunchyroll, the popular anime streaming site, as it fits its content strategy, the source added.
Application The process took 3+ months. An AT&T spokesman declined to comment.
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FACEBOOK The company declined to comment when reached by Deadline. Stephens on Wednesday also said many of AT&T's businesses have been resilient amid the coronavirus pandemic, but acknowledged that "media has been challenged," including WarnerMedia unit's Turner division, which has seen such issues as weaker advertising revenue, driven by lower spending from the likes of airlines, and the NBA delays whose financial effects will show up in the third- and the fourth-quarter results. The company has also been understood to be looking at selling slightly more than 50 percent of DirecTV.
Asked about AT&T's pay TV subscriber strategy, Stephens said "our focus is on retaining our quality subs that we have today" and attracting additional ones instead of "chasing every customer.". AT&T hired Brian Lesser, 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. The discussions come as AT&T’s new chief executive, John Stankey, reviews the conglomerate’s assets in an attempt to reduce nearly $152 billion in net debt. 7:46 AM PDT 9/9/2020 Related Story This is done through one holistic conversation that spans premium content and trusted environments, alongside proven and advanced ad capabilities.”. AT&T rival Verizon Communications Inc VZ.N has also struggled to make money from its acquisitions spree that led to the formation of Verizon Media.
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