AT&T AdWorks and Cox Media Establish Breakthrough Advertising Platform
The AT&T AdWorks Television Audience Network (TAN) Launches with Cox Media
New York, New York, May 08, 2013
AT&T AdWorks and Cox Media announced today the completion of a strategic agreement offering television advertising buyers access to Cox Media’s ad inventory through the AT&T AdWorks Television Audience Network (TAN). This breakthrough advertising platform creates a connected network that consists of AT&T* U-verse® TV households (HH) and other Multichannel Video Programming Distributors. With the addition of Cox Media's approximately six million connected HHs, TAN has an expanded reach across the US, including the top 25 DMAs, which will help advertisers reach target audiences at scale.
“With fragmented ratings and growing CPMs—advertisers are looking for new cost-efficient ways to reach their target audiences on television,” said Mike Welch, president, AT&T AdWorks. “The AT&T AdWorks Television Audience Network allows brands and marketers to find their audiences and then reach them at scale on AT&T U-verse along with our ever-expanding network of TV video providers. We are thrilled Cox Media has joined the growing list.”
“Cox Media and AT&T AdWorks are now able to provide advertisers with the ability to target specific demographics with an impression-based pricing model,” said Mike Zeigler, Vice President Cox Media Business Development and Operations. “Our new agreement with AT&T AdWorks is a tremendous step forward in bringing a digital buying platform and smart audience measurement technology to television. This agreement is an innovative opportunity to serve a new segment of TV ad buyers while helping maximize the value of Cox ad inventory.”
How TAN Works
AT&T AdWorks will work with advertisers to create a data optimized media plan that will reach their target audiences. The media plan will run in AT&T U-verse TV HHs as well as the participating TV video provider’s HHs across the country to reach the desired audience at scale. TAN will be able to deliver a media plan across an expanded footprint with guaranteed demo impressions and seamless operational integration.
"We are thrilled with the launch of the AT&T AdWorks Television Audience Network. It will allow our clients to deliver advertising to their audiences with targeting that goes beyond age and gender—and at scale," said Steve Farella, CEO, Maxxcom Global Media.