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AT&T AdWorks Blueprint Provides Innovative Ways of Targeting Audiences on TV, Mobile and Online

New York, New York, May 20, 2013

AT&T AdWorks announced today the launch of AT&T AdWorks BlueprintSM, the newest advancement in audience targeting. This platform uses anonymous AT&T data from online, mobile and TV users, overlaid with key insights provided from third party data providers.

This platform allows advertisers to deliver the most relevant messages to consumers, reducing the number of irrelevant ads typically seen while surfing the net, browsing mobile devices and watching TV.  Without the use of personally identifiable information, AT&T AdWorks BlueprintSM campaigns utilize anonymous AT&T data to deliver useful advertising that is applicable to the lives of consumers. 

“AT&T AdWorks BlueprintSM enables the delivery of relevant messages to advertisers’ key audiences across each screen,” said Mike Welch, president, AT&T AdWorks. “This exciting new way of reaching audiences was developed by AT&T AdWorks, in conjunction with the world-renowned AT&T Labs, and will help advertisers better find, engage and understand their audiences.“

AT&T AdWorks uses anonymous data to protect customers’ privacy. Additionally, AT&T AdWorks allows customers to opt-out of receiving targeted advertising, consistent with the Digital Advertising Alliance’s opt-out program for online behavioral targeting. 

AT&T AdWorks BlueprintSM consists of three platforms: AT&T AdWorks Online BlueprintSM, AT&T AdWorks Mobile BlueprintSM and AT&T AdWorks TV BlueprintSM.

AT&T AdWorks Online BlueprintSM

AT&T AdWorks Online BlueprintSM creates online audience segments from more than 4 billion anonymous data signals generated by search activity, browsing patterns, Wi-Fi hotspot data and viewing habits. 

From these data signals, AT&T AdWorks has developed a dynamic audience scoring system to predict audiences’ interest in a particular category, such as “sports fans” or “pet lovers” and then deliver the relevant ad on AT&T AdWorks Online Audience Network (OAN). These audience profiles are continuously updated to address consumers’ current interests.

AT&T AdWorks Mobile BlueprintSM

AT&T AdWorks Mobile BlueprintSM uses more than 250 demographic, psychographic, and contextual audience attributes gleaned from anonymous AT&T subscriber data to accurately target audiences.

With AT&T AdWorks Mobile BlueprintSM, advertisers can reach mobile users regardless of what kind of device they have or what operating system they use, making targeting and frequency capping more reliable. In addition, AT&T AdWorks Mobile BlueprintSM, can integrate an advertiser’s anonymous customer database to create and reach optimal audience segments at scale on the AT&T AdWorks Mobile Audience Network (MAN). 

AT&T AdWorks TV BlueprintSM

AT&T AdWorks TV BlueprintSM uses anonymous viewership insights from 12.7 million AT&T U-verse® digital receivers to develop custom media plans for advertisers’ key audience segments. AT&T AdWorks TV BlueprintSM finds the optimal TV networks and schedules (dayparts) by using a proprietary algorithm developed by the AT&T Labs. This algorithm analyzes the insights from AT&T U-verse digital receivers giving advertisers a better understanding of their audiences compared to traditional measuring standards. 

AT&T AdWorks TV BlueprintSM media plans can also be run on the AT&T AdWorks Television Audience Network (TAN). TAN is a new advertising platform that creates a connected network that consists of AT&T U-verse TV households and Multichannel Video Programming Distributors.  TAN was recently expanded with the addition of Cox Media’s 6 million connected households, and has a growing reach across the United States, including the top 25 DMAs, which will help advertisers, reach target audiences at scale.

The ability to reach the right audience, at the right time and on the right device is key for advertisers.   AT&T AdWorks BlueprintSM creates accurate target audience segments at scale for online, mobile, and TV.

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