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.
[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 about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.
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