TiVo Taps Xandr to Amplify Ad-Supported CTV Monetization
Deal expands access to CTV inventory in Xandr’s premium marketplace
New York, May 11, 2021 – Xandr and TiVo , the company that brings entertainment together and a wholly-owned subsidiary of Xperi Holding Corporation (NASDAQ: XPER), announced today that they have entered into an agreement to make TiVo’s ad-supported CTV inventory available to buyers in the Xandr Marketplace. The agreement includes TiVo’s pre-roll and in-stream content CTV advertising offerings. TiVo selected Xandr Monetize for its streamlined inventory management capabilities, data-driven yield optimization analytics, and robust buyer demand.
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. As a result, video now accounts for 35% of all spend on the platform. Total video spend on Xandr’s platform grew 75% YoY in Q1 2021, largely driven by CTV’s 235% increase over the same period.
“By integrating with Xandr’s advanced technology platform, TiVo is furthering our commitment to providing advertising partners with the tools they need to effectively and efficiently communicate their marketing messages, at scale,” saidWalt Horstman, SVP of Monetization, TiVo. “Xandr’s end-to-end platform enables a direct and streamlined exchange with buyers, providing unique and heightened value as the CTV ecosystem grows in complexity.”
TiVo’s CTV solutions bring addressability to linear TV through two engaging products; pre-roll DVR, which allows advertisers to reach prime-time broadcast audiences that were missed due to time-shifted viewing, and CTV ad units across a diverse set of premium AVOD streaming services. Now buyers can achieve the granularity of advanced targeting with the power of broadcast spots and engage their target audiences at scale through one streamlined CTV buy.
“We’re excited to offer buyers in the Xandr Marketplace access to TiVo’s diverse content and inventory types as well as its highly engaged audiences,” said Alex Chatfield, Vice President, Marketplace Development, Xandr. “Xandr is committed to providing buyers with a robust, transparent, and data-rich infrastructure of deals that unlocks net new targeting and increased access to premium CTV inventory 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.
TiVo brings entertainment together, making it easy to find, watch and enjoy. We serve up the best movies, shows and videos from across live TV, on-demand, streaming services and countless apps, helping people to watch on their terms. For studios, networks and advertisers, TiVo delivers a passionate group of watchers to increase viewership and engagement across all screens. In June 2020, TiVo became a wholly-owned subsidiary of Xperi Holding Corporation. Go to tivo.com and enjoy watching.
About Xperi Holding Corporation
Xperi invents, develops, and delivers technologies that enable extraordinary experiences. Xperi technologies, delivered via its brands (DTS, HD Radio, IMAX Enhanced, Invensas, TiVo), and by its startup, Perceive, make entertainment more entertaining, and smart devices smarter. Xperi technologies are integrated into billions of consumer devices, media platforms, and semiconductors worldwide, driving increased value for partners, customers and consumers.