AT&T’s reported plans to sell Xandr mark a reversal of its effort to help marketers reach target audiences on media channels like CNN, TNT and Cartoon Network using consumer data from sources such as AT&T Wireless. Much of Xandr was built on AppNexus’ online ad exchange, whose demand-side platform (DSP) for marketers last year was rebranded as Xandr Invest, while its sell-side platform (SSP) for content providers was later renamed as Xandr Monetize. Xandr also started an over-the-top (OTT) marketplace called Community to help advertisers reach the growing audience for streaming media in a brand-safe environment.
