AT&T AdWorks launches Blueprint to target advertising
Parent Category: News | 21-05-2013
AT&T has launched AT&T AdWorks Blueprint for audience targeting. This platform uses anonymous AT&T data from online, mobile and TV users, overlaid with insights provided from third party data providers.
This platform is geared to reduce the number of irrelevant ads typically seen while surfing the net, browsing mobile devices and watching TV.
"AT&T AdWorks Blueprint enables the delivery of relevant messages to advertisers' key audiences across each screen," said Mike Welch, president at 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. It also allows customers to opt out of receiving targeted advertising, consistent with the Digital Advertising Alliance's opt-out programme for online behavioural targeting.
The TV portion 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 Blueprint finds the optimal TV networks and schedules (dayparts) by using a proprietary algorithm developed by the AT&T Labs. This algorithm analyses the insights from AT&T U-verse digital receivers, giving advertisers a better understanding of their audiences.
AT&T AdWorks TV Blueprint media plans can also be run on the AT&T AdWorks Television Audience Network (TAN). TAN is an advertising platform that creates a connected network that consists of AT&T U-verse TV households and MVPDs. 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.
AT&T AdWorks Online Blueprint creates online audience segments from more than four billion anonymous data signals generated by search activity, browsing patterns, Wi-Fi hotspot data and viewing habits. The mobile version uses more than 250 demographic, psychographic and contextual audience attributes.