Xandr announces a strategic partnership with Realytics to enable linear TV campaign buying
The partnership gives digital video buyers access to linear inventory with their existing digital tools
PARIS, 30 September – Xandr, AT&T’s advanced advertising company, and Realytics, a leader in TV-Digital convergence, today announced a new strategic partnership to enable buyers to execute linear TV buying campaigns through the Xandr Invest buying platform.
Through this partnership, Xandr’s customers can access 80% of the French linear TV market offering, operate programmatic linear TV buying, as well as analyse and measure their campaigns on a performance basis.
Linear TV viewership attracts the largest spend in video advertising and there is a real need to advance the way linear TV is being bought and sold. Innovative solutions are being developed to give linear TV buyers enhanced solutions to plan and activate audiences across TV programmers by simplifying campaign execution while providing unique insights.
Xandr and Realytics are taking another approach by giving digital video buyers the opportunity to access linear inventory with their existing digital tools.
Through an integration with its buying platform Xandr Invest, Xandr’s French customers can access Adkymia, the Realytics’s technology platform that enables buyers to run linear TV campaigns at scale in an automated fashion. Adkymia has been built for digital players seeking to diversify their acquisition channels and need to combine buying models, metrics and performance coming from digital and linear campaign.
“We are proud to build this technological partnership with Xandr, a globally recognized player in the advertising market” commented Guillaume Belmas, CEO Realytics. “Through this partnership we are continuing our goal to unify and simplify the advertising market, enabling digital advertisers to add linear TV channels to their online video buying strategy within a single platform.”
“We are pleased to be partnering with Realytics” states Paul-Antoine Strullu, VP and Managing Director, Southern Europe, Xandr. “With Adkymia being a strong programmatic TV buying platform in the French market, this partnership will ensure our customers have access to our usual digital inventory as well as a wide portion of the French linear TV inventory”.
Xandr is AT&T’s advertising company and a leader in advanced TV, creating a better solution for advertisers and media companies. Xandr Invest and Xandr Monetize, our strategic platforms built on more than a decade of AppNexus’ innovation, optimize media spend across screens for buyers and sellers alike.For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.
Breakthrough technological leader since 2014, Realytics offers a wide range of solutions enabling brands to measure, analyse and drive their TV campaigns on a performance basis. In October 2019, Realytics launched Adkymia, the very first platform allowing programmatic TV buying in France with the ambition to open the TV channel to a wider number of brands.