Estrella Media Adopts Xandr Monetize
Deal expands access to Hispanic CTV inventory in Xandr’s premium marketplace
5 October 2021, NEW YORK – Xandr, AT&T’s advanced advertising company, and Estrella Media, home for the modern Hispanic American providing leading non-scripted entertainment and news content, today announced that Estrella Media’s ad-supported digital inventory is now available to buyers in the Xandr Marketplace. Estrella Media adopted Xandr’s strategic selling platform Xandr Monetize to realize the full value of their inventory through differentiated buyer demand and offer an enhanced viewer experience.
“Gaining access to inventory from Estrella Media is an exciting development as Xandr continues to focus on diversifying the audiences available to buyers in our marketplace,” said Mike Bagliebter, Director, Marketplace Development, Xandr. “Today, there are over 62 million Hispanics in the US, making up about 19% of the population, and we’re excited to power content for this significant audience segment. In addition to Estrella Media, the Xandr Marketplace currently offers CTV inventory from prominent Hispanic channels like Univision’s Prende TV, Canela TV, HC2, Azteca Más and Azteca America and Olympusat.”
Estrella Media Digital, comprised of Estrella TV, Estrella News and Estrella Games, reaches 10 million unique visitors per month. Estrella TV features a variety of programming ranging from TV to news to game shows, reality shows, talent competitions, and late-night talk shows. Estrella News is the first 24/7 digital Spanish-language news channel covering breaking news, local and national sports and weather, and Estrella Games is the first-ever 24/7 curated Spanish-language game show channel for the multi-generational family with interactive shows.
“The Hispanic community is growing to become one of the largest consumer segments in the US and we are moving quickly to properly serve this dynamic marketplace. The Xandr Monetize SSP gives us the tools we need to holistically manage our growing inventory across channels, while its robust marketplace enables scaled, streamlined exchanges with premium and relevant advertisers,” said Brian Fisher, Vice President, OTT/CTV and Digital Platform Sales, Estrella Media.
Xandr’s transparent media solutions enable buyers to easily plan and execute high quality video and CTV campaigns through one-to-one or one-to-many deals across a wide range of premium suppliers. By taking a unique buyer-centric approach, Xandr is able to remove friction and inefficiencies in the premium video marketplace and ensure that buyers are reaching valuable audiences in premium environments at scale.
A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest and Xandr Monetize, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.