AT&T’s Xandr is adding two TV networks—A+E Networks and Crown Media Family Networks—to its audience-targeting efforts. The cable programmers will join its Xandr Invest, an ad platform that helps advertisers consistently target more specific audiences across TV networks.
The addition of channels like Hallmark and Lifetime means the platform now boasts linear ad inventory from 52 networks and expands its reach to 90% of the country, according to the company. In March, Xandr signed AMC Networks, Disney and Xandr sibling, WarnerMedia, as partners.
This comes as Xandr faces plenty of headwinds, including chatter around AT&T considering a sale of the ad division, as well as mass layoffs at WarnerMedia last week.
“We’ve been quiet through the change," says Mike Welch, head of Xandr, adding that the industry has pretty much deemed Xandr dead. “We’re very much thriving," he says.
A company spokeswoman declined to comment on the possible sale.
Xandr first made the Invest platform available to the marketplace during this year's upfront ad haggle. While the company would not reveal how much money has been spent thus far on the platform, Welch says it's in the "mid-nine digits."