The agreement offers TV ad buyers access to Cox Media’s inventory through the AT&T AdWorks Television Audience Network (TAN). The advertising platform creates a connected network that consists of AT&T U-verse TV households and other MVPDs. 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.
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.
“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.
“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, VP/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.”