AT&T Is Making a Big Bet on Targeted Ads [telecom]

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The telco's spending spree could continue as it beefs up its advertising technology.

By Leo Sun

AT&T recently agreed to acquire digital ad exchange AppNexus for what
is estimated to be $1.6 billion to $2 billion. The purchase will
enable the telco to integrate AppNexus' network, which automatically
matches advertisers with online publishers, into its wireless
services, DirecTV, and newly acquired Time Warner properties.

AppNexus' top investors include advertising giant WPP, investment firm
TCV, and News Corporation. The firm was valued at $1.8 billion after
its last funding round in 2015, so the low end of purchase price
estimates may reflect the challenges AppNexus faces from internet ad
behemoths Facebook and Alphabet's Google. Research firm eMarketer
expects Facebook and Google to control nearly 60% of the US digital ad
market this year.

Bill Horne
(Remove QRM from my email address to write to me directly)

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