The AT&T AdWorks Television Audience Network (TAN) Launches with Cox Media
New York, New York, May 08, 2013
AT&T AdWorks and Cox Media announced today the completion of a strategic agreement offering television advertising buyers access to Cox Media’s ad inventory through the AT&T AdWorks Television Audience Network (TAN). This breakthrough advertising platform creates a connected network that consists of AT&T* U-verse® TV households (HH) and other Multichannel Video Programming Distributors. With the addition of Cox Media’s approximately six million connected HHs, TAN has an expanded reach across the US, including the top 25 DMAs, which will help advertisers reach target audiences at scale.
“With fragmented ratings and growing CPMs—advertisers are looking for new cost-efficient ways to reach their target audiences on television,” said Mike Welch, president, AT&T AdWorks. “The AT&T AdWorks Television Audience Network allows brands and marketers to find their audiences and then reach them at scale on AT&T U-verse along with our ever-expanding network of TV video providers. We are thrilled Cox Media has joined the growing list.”
“Cox Media and AT&T AdWorks are now able to provide advertisers with the ability to target specific demographics with an impression-based pricing model,” said Mike Zeigler, Vice President Cox Media Business Development and Operations. “Our new agreement with AT&T AdWorks is a tremendous step forward in bringing a digital buying platform and smart audience measurement technology to television. This agreement is an innovative opportunity to serve a new segment of TV ad buyers while helping maximize the value of Cox ad inventory.”
How TAN Works
AT&T AdWorks will work with advertisers to create a data optimized media plan that will reach their target audiences. The media plan will run in AT&T U-verse TV HHs as well as the participating TV video provider’s HHs across the country to reach the desired audience at scale. TAN will be able to deliver a media plan across an expanded footprint with guaranteed demo impressions and seamless operational integration.
Industry Response
“We are thrilled with the launch of the AT&T AdWorks Television Audience Network. It will allow our clients to deliver advertising to their audiences with targeting that goes beyond age and gender—and at scale,” said Steve Farella, CEO, Maxxcom Global Media.
*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.
About AT&T
AT&T Inc. (NYSE:T, news, filings) is a premier communications holding company and one of the most honored companies in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and internationally. With a powerful array of network resources that includes the nation’s largest 4G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile Internet, AT&T also offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse® and AT&T |DIRECTV brands. The company’s suite of IP-based business communications services is one of the most advanced in the world.
Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com/aboutus or follow our news on @ATT, on Facebook at http://www.facebook.com/att and YouTube at http://www.youtube.com/att.
About AT&T AdWorks
AT&T AdWorks is a cross-platform ad network that effectively connects advertisers with their target audiences—at scale across online, mobile and TV. Its proprietary, aggregate data and ad offerings allow the company to help advertisers effectively tap into billions of available ad impressions and use advanced targeting technology to effectively find, engage and understand their audience, all while respecting consumer privacy. For more information, please visit adworks.att.com or follow us on Twitter @ATTAdWorks.
About Cox Media
Cox Media, a wholly owned subsidiary of Cox Communications Inc., partners with both local and national advertisers for marketing success, offering advanced cable and digital advertising products in more than 20 markets across the United States. In addition to proven media solutions, Cox Media offers consultative insights to help clients reach their audiences more effectively and efficiently. From broad reach, highly rated programs to laser-sharp targeting of specific audiences, Cox Media is focused on developing customized marketing solutions that maximize ROI for clients.
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