AT&T has entered into an agreement to acquire AppNexus, a technology company that operates a leading global advertising marketplace.
AT&T did not disclose value of the deal. The Wall Street Journal reported last week the company was in talks to buy AppNexus for about $1.6 billion.
AppNexus will become a part of AT&T advertising & analytics, led by Brian Lesser, CEO.
With its proposed acquisition of AppNexus, AT&T is investing to accelerate the growth of its advertising platform and strengthen its leadership in advanced TV advertising. AppNexus has an experienced management team and employee base that includes more than 400 software engineers and product managers. This team brings leadership and vertical expertise in machine learning and predictive analytics, advertising technology and video.
AT&T said it will continue to invest in and build on AppNexus’ foundational technology as it integrates with AT&T’s first-party data, premium video content and distribution. AT&T has more than 170 million direct to consumer relationships across its wireless, video and broadband businesses.
AppNexus also extends AT&T advertising and analytics’ footprint globally, expanding into Asia-Pacific, Australia, Europe, and Latin America.
As the AppNexus platform is integrated across AT&T advertising & analytics, it will continue to build and bring new capabilities to market that will improve the value of AT&T’s robust ad-supported premium video content portfolio including Turner Networks, Audience Network, and Otter Media.
Brian Lesser, CEO, AT&T Advertising & Analtics
Ad tech unites real-time analytics and technology with our premium TV and video content. So, we went out and found the strongest player in the space.
Brian O'Kelly, CEO, AppNexus
Combining AT&T’s incredible 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.
