Apparently, the recent acquisition of Time-Warner has left AT & T hungry for more. On Monday, the telecommunications giant announced that it was buying the programmatic advertising market AppNexus.
"Ad Tech combines real-time analytics and technology with our premium television and video content," said Brian Lesser, CEO of AT & T Advertising and Analytics, in a statement. "So, we went out and found the strongest player in the space."
The agreement will add programmatic capabilities to match ads with inventory and a wider global footprint for the 170 million AT & T customer relationships. Terms of Agreement have not been made public, although there have been reports indicating that the price was about $ 1.6 billion. A little over a week ago, AT & T concluded the acquisition of Time Warner for $ 86 billion, aboard Warner Bros. Libraries, HBO and Turner.
[Read the full article on MarTech Today.]
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.