Advertisers will soon be able to buy linear TV advertising programmatically from AT&T in its 26 million homes, using data targeting that has been widely used for Web video.
Advertisers will be able to bring their own data to a self-service, “private marketplace.” They will be able to see results in a fully transparent manner, explains Jason Brown, VP for National Advertising Sales at AT&T AdWorks.
The new programmatic marketplace is powered by Videology. Details of the AT&T plan was discussed on Thursday at an industry event on advanced TV presented by Videology in Manhattan. We interviewed Brown there.
News of the plans at AT&T was reported earlier today by the Wall Street Journal.