Xandr, AT&T’s advertising and analytics division, recently launched Inventory Library on its Invest DSP. Inventory Library is expected to offer the customers deal discovery and activation workflow. It is also expected to provide its customers with visual navigation and intuitive searchability. The launch is expected to make it easier for Invest DSP customers to discover and activate premium inventory and deals in the CTV ecosystem.
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Invest DSP Customers to Gain Access to Premium Deals
When customers use Inventory Library on Invest DSP, they can access curated and premium deals from publishers across many supply-side platforms (SSPs), which are organized in catalogs. According to Xandr, customers can initially gain access to Xandr’s Premium Video Catalog with over 1,200 CTV and video deals from various premium publishers in the U.S. Xandr plans to include catalogs supporting more geographies, supply sources, and formats.
Why This Is Important
The video ecosystem is continuously evolving. With new video platforms making their way into the market, there is an increased fragmentation in the video ecosystem. This gives rise to a few challenges for marketers and advertisers. One of the biggest challenges is that increased fragmentation makes it difficult for advertisers to gain visibility into the inventory available across various platforms to bid against. This is specifically important if advertisers are looking to run omnichannel campaigns.
Secondly, fragmentation creates poor visibility of premium deals available to advertisers on different platforms. Further, a significant number of CTV inventory transactions happen through proprietary deals and on private marketplaces (PMP) from different platforms, despite the presence of open exchange. According to eMarketer’s predictionsOpens a new window , PMP would surpass open exchange in 2020 and 2021.
Ad buyers need a single platform where they can find deals from publishers across video platforms to scale their campaigns. Xandr’s Inventory Library is expected to solve this problem for its clients.
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According to Eric Hoffert, SVP, video technology, Xandr, “The premium video ecosystem is fragmented, with most CTV inventory transacted through deals and many platforms developing proprietary deal marketplaces. As such, it is hard for buyers to discover and access relevant inventory in one place to enable their campaigns to scale. This is especially true for CTV and premium video supply. With a sell-side platform, direct relationships with publishers and many SSPs, and the leading deal curation platform, Xandr is uniquely positioned to offer buyers a seamless deal buying experience. Inventory Library is deal buying the way it should be, as it offers a highly intuitive and visual design with greater visibility into deal inventory than ever before, taking ease of use to an entirely new level.â€
The Inventory Library is primarily designed keeping in mind media planners, traders, and supply managers.
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