Turner Using Xandr Data for Targeted Ad Products

Xander, AT&T’s data and technology-driven advertising business and Turner, acquired by AT&T last year, have quickly made a connection that they say will enhance the way Turner targets audiences for marketers. Part of the rationale for AT&T’s $85 billion acquisition of Turner’s parent Time Warner (now AT&T’s WarnerMedia unit) was that the data from AT&T’s 170 million TV, phone and broadband customers would make Turner’s advertising inventory more valuable. Turner already had been one of the leaders among programmers using data to target its clients’ potential customers more precisely than the traditional age and sex demographics provided by Nielsen.