AT&T AdWorks Automates TV Media Buying
This morning at the Videology “Full Frontal” Upfront event, AT&T AdWorks announced the launch of our Video Inventory PlatformTM (VIP) -- an automated, self-service private marketplace for our data-optimized linear TV ad inventory. This web-based user interface makes targeting and planning TV advertising simple for advertisers and agencies.
This programmatic platform, developed with Videology, provides advertisers with an automated way to target and plan campaigns using AT&T AdWorks data-informed premium quality national TV ad inventory on every cable network/daypart and across 26MM households in all 210 DMAs. Targeting is determined using proprietary aggregated and anonymized data and 3rd party sources.
Additionally, campaign proposals and post-campaign reporting are fully transparent and provide indexing against network/daypart mix as well as impression counts.
The Video Inventory Platform will initially include TV Blueprint inventory -- which is data-driven linear TV inventory across 26 million DIRECTV and U-verse households. In the future the platform could include additional inventory sources such as Addressable TV, TV Everywhere and digital video.
In the second quarter we will begin looking to secure a trial agency or brand to run several campaigns across the platform, and plan to roll out the product more widely later this year.