AT&T buys ad exchange AppNexus
Following the Time Warner purchase, this new acquisition positions the telco as a content and programmatic advertising powerhouse.
Apparently, the recent Time-Warner acquisition left AT&T hungry for more. On Monday, the telecommunications giant announced it was buying programmatic ad marketplace AppNexus.
“Ad tech unites real-time analytics and technology with our premium TV and video content,” AT&T Advertising and Analytics CEO Brian Lesser said in a statement. “So, we went out and found the strongest player in the space.”
The deal will add programmatic capabilities for matching ads with inventory and a broader global footprint to AT&T’s 170 million customer relationships. Deal terms were not made public, although there have been reports the price tag was about $1.6 billion. A little more than a week ago, AT&T closed it $86 billion acquisition of Time Warner, which brought aboard the libraries of Warner Bros., HBO and Turner.