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.

We interviewed him at the Videology Full Frontal Conference in New York.  Please watch other videos from Beet’s coverage here