AT&T's Xandr Unit Taps Comscore for Targeted Ad Measurement
RESTON, Va. -- Comscore, a trusted currency for planning, transacting and evaluating media across platforms, and Xandr, AT&T’s advanced advertising and analytics company, today announced that Comscore will be the measurement and currency provider for Xandr’s Addressable offering, inclusive of DIRECTV, Altice USA, and Frontier. The partnership is designed to give advertisers reliable third-party measurement across the leading national live linear addressable footprint.
By leveraging independent measurement from leading third-party providers in the space, Xandr is committed to providing advertisers access to comprehensive measurement and insights in their Addressable campaigns to improve performance and drive ROI.
Xandr’s Addressable offering is powered by AT&T’s first-party data, combining set-top box data with anonymized subscriber data to create highly targeted consumer segments. With Addressable, advertisers can reach the right audience regardless of time or platform, in both live and playback modes.