AT&T taps IPTV, mobile usage data for next-gen advertising

Michelle Clancy | 28-08-2012

AT&T is planning on leveraging multiscreen IPTV and mobile usage data to supercharge its advertising value proposition, giving brands more specific targeting capability. The platform, scheduled to launch in September, is based on technology from its AdWorks division.

The carrier and IPTV provider already has two anchor customers for the service, as yet undisclosed.
The platform divorces usage, demographic and geographic data from specific profiles in order to avoid privacy issues, and then aggregates that information into buckets of user types based on common attributes, which brands can use to more effectively target their messaging. It uses data generated by the top 100 TV shows initally, and looks across a swath of TV programme viewing, including what's been downloaded on apps, clicked through to from games or watched via mobile device. A full 10 million U-Verse set-top boxes and 69 million mobile subscribers are part of the demographic sample.
Eventually, the telco hopes to offer full multi-screen visibility for even narrower targeting and a better understanding of user behaviour.