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NEWS26 June 2018

AT&T to acquire AppNexus

Data analytics M&A Media News North America Technology Telecoms

US – AT&T has agreed to acquire ad tech company AppNexus for an undisclosed amount, as it looks to boost its digital advertising business.

Following the acquisition, AppNexus will become part of AT&T’s advertising and analytics division, headed up by Brian Lesser.

The proposed deal will strengthen AT&T’s advertising platform and integrate AppNexus technology with the telecom company’s first-party data, premium video content and distribution. AT&T’s premium video content includes Turner Networks, Audience Network and Otter Media.

AppNexus will also aid AT&T’s international expansion, extending into Asia-Pacific, Australia, Europe, and Latin America.

Brian Lesser, chief executive, AT&T advertising and analytics, said: “AppNexus has scale of infrastructure, advanced technology and diverse talent. The combination of AT&T advertising & analytics and AppNexus will help deliver a world-class advertising platform that provides brands and publishers a new and innovative way to reach consumers in the marketplace today.”

Brian O’Kelley, chief executive at AppNexus, said: “Combining AT&T’s assets with our technology, we will help brands and marketers power new advertising experiences for consumers. It’s what the market is asking for, and together we’re poised to deliver it.”

@RESEARCH LIVE

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