What is your vision for the
business across the next
12 months, and the next
five years?
Over the next 12 months, we are
making it a priority to educate the
market on Xandr, and our pre-
mium technology offerings for
buyers and sellers of digital adver-
tising. We are introducing plat-
forms and tools, built on AppNexus
technology, that enable buyers to
reach their target audiences at
scale and across screens, and for
sellers to unlock the full value of
their inventory and improve the
experience of their consumers.
We will continue to introduce
new features and products that
optimise the business needs of our
clients as the industry evolves,
while continuing to make invest-
ments in the growth of our inter-
national business. Our AT&T-
bolstered assets of data, distribu-
tion and content are primarily
US-based assets today, and com-
bined with industry-leading tech-
nology innovation, give us a unique
proposition in the US that buyers
and sellers can benefit from. We
are committed to collaborating
with key stakeholders internation-
ally to provide the same value
proposition and capabilities to
local buyers and sellers.How will AT&T’s acquisition
of AppNexus impact the
company’s position in the
market?
With the support and backing of
AT&T, Xandr is making critical
investments that position the com-
pany as a clear and viable technol-
ogy alternative. Building on the pro-
gress already made under the
AppNexus name, we now have the
scale, insights and resources neces-
sary to bring premium, end-to-end
advertising solutions to the market.
We are continuing to invest in
our technology offerings while also
looking to collaborate with other
industry leaders in the region. We
believe that the companies who
can bring additional value and
assets such as world-class content,
unique audience insights and tech-
nology will be disruptive and cap-
ture outsized value.
Although the AppNexus brand
has transitioned to Xandr, we still
hold true to our AppNexus roots.
Our role is not just providing tech-
nology but also educating and work-
ing alongside our peers to develop
solutions that help create differenti-
ation and achieve real business
outcomes.What are the biggest trends
you’re seeing in the industry
at the moment, and how do
you think these will change
in the next year?
Publishers and broadcasters will
continue to demand greater control
of how they monetise their valuable
audiences across screens. This will
extend to managing the conver-
gence of programmatic buying
while maximising the value of
their inventory.
We’ll also see agencies respond
to the idea of holistic screen plan-
ning and look for ways to combine
traditional and digital planning and
buying teams. Over the next year,
the programmatic market will con-
tinue to shift from purely digital to
more TV-inclusive. New andemerging technologies will provide
a stepping stone for the develop-
ment of new ad formats and target-
ing and measurement systems, all
built for the convergence of TV and
digital.What are the biggest trends in
the TV and video advertising
landscape right now?
The video landscape has never
been more complex. From tradi-
tional TV to OTT, CTV and mobile,
new consumer access points and
formats are continuing to fragment
the market. Now, advertisers and
agencies are looking for tools to
streamline the planning and exe-
cution of their media campaigns.
As a result, companies are tak-
ing steps to simplify access to pre-
mium, brand-safe content across
all screens. This includes the
development of platforms that pro-
vide access to omnichannel inven-
tory, including traditional TV,
OTT, mobile and digital video. Key
to all of this will be measurement
and attribution across screens to
enable more effective planning,
trading and optimisation.How is Xandr capitalising on
the growth of new ad formats
and meeting the needs of
publishers / advertisers?
Xandr has been clear in our aspi-
rations to build a platform that
supports linear TV media buying,
and digital TV and video buying.
Xandr Invest, is a strategic plat-
form for buyers to capitalise on
cross-screen advertising buying, as
we’re building it to provide ease
for buyers now and in the future.
Its powerful optimisation engine
and customisation capabilities
make buying easier and more cre-
ative, so advertisers can transact
how it makes the most sense for
their business and their goals.
Moreover, our technology for
buyers and sellers across our
exchange means we offer solutions
that help maximise working media
dollars. Xandr Monetize, provides
holistic inventory management
controls, unique data, and differ-
entiated buyer demand to enable
media companies to unlock the full
value of their inventory and
improve the experience for
their consumers.Xandr’s five-year plan
Samuel Tan, Xandr’s Senior Director of Market
Development (JAPAC) is optimistic that the
company’s critical investments and partnerships
will deliver world-class solutions in Australia.
The video
landscape has
never been more
complex ... new
consumer access
points and formats
are continuing
to fragment the
market.in partnership with 14