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Press Release -- May 20th, 2013
Source: AT&T

AT&T AdWorks Blueprintsm Provides Innovative Ways of Targeting Audiences on TV, Mobile and Online

AT&T AdWorks announced today the launch of AT&T AdWorks BlueprintSM, the newest advancement in audience targeting. This platform uses anonymous AT&T data from online, mobile and TV users, overlaid with key insights provided from third party data providers.

This platform allows advertisers to deliver the most relevant messages to consumers, reducing the number of irrelevant ads typically seen while surfing the net, browsing mobile devices and watching TV.  Without the use of personally identifiable information, AT&T AdWorks BlueprintSM campaigns utilize anonymous AT&T data to deliver useful advertising that is applicable to the lives of consumers.

“AT&T AdWorks BlueprintSM enables the delivery of relevant messages to advertisers’ key audiences across each screen,” said Mike Welch, president, AT&T AdWorks. “This exciting new way of reaching audiences was developed by AT&T AdWorks, in conjunction with the world-renowned AT&T Labs, and will help advertisers better find, engage and understand their audiences.“

AT&T AdWorks uses anonymous data to protect customers’ privacy. Additionally, AT&T AdWorks allows customers to opt-out of receiving targeted advertising, consistent with the Digital Advertising Alliance’s opt-out program for online behavioral targeting.

AT&T AdWorks BlueprintSM consists of three platforms: AT&T AdWorks Online BlueprintSM, AT&T AdWorks Mobile BlueprintSM and AT&T AdWorks TV BlueprintSM.

AT&T AdWorks Online BlueprintSM

AT&T AdWorks Online BlueprintSM creates online audience segments from more than 4 billion anonymous data signals generated by search activity, browsing patterns, Wi-Fi hotspot data and viewing habits.

From these data signals, AT&T AdWorks has developed a dynamic audience scoring system to predict audiences’ interest in a particular category, such as “sports fans” or “pet lovers” and then deliver the relevant ad on AT&T AdWorks Online Audience Network (OAN). These audience profiles are continuously updated to address consumers’ current interests.

AT&T AdWorks Mobile BlueprintSM

AT&T AdWorks Mobile BlueprintSM uses more than 250 demographic, psychographic, and contextual audience attributes gleaned from anonymous AT&T subscriber data to accurately target audiences.

With AT&T AdWorks Mobile BlueprintSM, advertisers can reach mobile users regardless of what kind of device they have or what operating system they use, making targeting and frequency capping more reliable. In addition, AT&T AdWorks Mobile BlueprintSM, can integrate an advertiser’s anonymous customer database to create and reach optimal audience segments at scale on the AT&T AdWorks Mobile Audience Network (MAN).

AT&T AdWorks TV BlueprintSM

AT&T AdWorks TV BlueprintSM uses anonymous viewership insights from 12.7 million AT&T U-verse® digital receivers to develop custom media plans for advertisers’ key audience segments. AT&T AdWorks TV BlueprintSM finds the optimal TV networks and schedules (dayparts) by using a proprietary algorithm developed by the AT&T Labs. This algorithm analyzes the insights from AT&T U-verse digital receivers giving advertisers a better understanding of their audiences compared to traditional measuring standards.

AT&T AdWorks TV BlueprintSM media plans can also be run on the AT&T AdWorks Television Audience Network (TAN). TAN is a new advertising platform that creates a connected network that consists of AT&T U-verse TV households and Multichannel Video Programming Distributors.  TAN was recently expanded with the addition of Cox Media’s 6 million connected households, and has a growing reach across the United States, including the top 25 DMAs, which will help advertisers, reach target audiences at scale.

The ability to reach the right audience, at the right time and on the right device is key for advertisers.   AT&T AdWorks BlueprintSM creates accurate target audience segments at scale for online, mobile, and TV.

*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 or follow our news on @ATT, on Facebook at and YouTube at

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 anonymous 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 or follow us on Twitter @ATTAdWorks.

© 2013 AT&T Intellectual Property. All rights reserved. 4G not available everywhere. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

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