Digital Video spend doubled year-over-year, CTV growth exceeds 200%, in H1 and DACH executive team expands with addition of Marion Koelling
Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases. In the busy quarter, Xandr debuted first-of-its-kind technology, forged strategic alliances to streamline audience-based advertising across premium digital and TV, and announced the extension of long-standing relationships with leading global media companies, advancing Xandr’s position in an increasingly complex global media landscape.
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Due to the needs of the business, Xandr has expanded its management team in Central Europe with a new line-up. Marion Koelling will join the Xandr team as Senior Director of Agencies and Brands. Koelling brings extensive industry experience and expertise from her previous positions at Dentsu, GroupM, Publicis Media and Interactive Media. She has 19 years of experience, nine of which were in leading positions on the buy side.
With analysts predicting industry digital video and CTV spend to grow 28.1% and 34.8% in 2021 respectively, Q2 spend on Xandr’s platform in these areas was impressive. Total digital video spend on Xandr’s platform – globally, across Xandr Invest’s DSP and Xandr Monetize’s SSP and ad server – grew 125% YoY in Q2 2021 and 101% YoY in H1 2021. The primary driver of this video spend growth across the platform is CTV, with total global platform spend up 180% in Q2 YoY and 203% in H1 YoY. Video represents 39% of overall spend on Xandr’s platform as of the end of the second quarter of 2021.
Growth in international platform spend is contributing significantly to Xandr’s overall global platform growth. Total platform spend in Xandr’s markets outside of the United States grew 76% in Q2 YoY and 53% in H1 YoY, with video spend up 127% in Q2 YoY and 96% in H1 YoY, and CTV spend up 277% in Q2 YoY and 278% in H1 YoY.
In a world where advertising must prove its worth, marketers are increasingly relying on Xandr Invest to demonstrate outcomes and validate return on ad spend. Global spend on Xandr Invest grew 66% in Q2 YoY and 50% in H1 YoY, with spend specifically on CTV jumping 158% in Q2 YoY and 177% in H1 YoY, as Xandr continues to expand strategic partnerships on the side of agencies and holding companies as well as brands and advertisers.
Due to growing direct integrations with premium video publishers, CTV inventory is increasingly available and monetized through Xandr. Global spend on CTV inventory, through Xandr Monetize, grew 337% in Q2 YoY and 362% in H1 YoY.
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June Sees Record Curation Spend
Xandr Curate was launched in 2020 and has grown dramatically in 2021.
A large number of Xandr’s customers are already using the technology to build their own curated media offerings. Premium data owners, next generation data management platforms, contextual specialists, agency holding companies and publishers all leverage Xandr Curate to offer proprietary inventory packages to buyers, layered with unique targeting or commercial advantages.
Xandr Curate is now a major channel of demand for Xandr Monetize. In the first half of 2021, third-party curation activity grew three times as fast as Xandr’s own curation business, boasting 15 days of record spend in June. At the end of H1 2021, spend through Xandr Curate, across Xandr-managed and third-party curation, represented 13% of spend through Xandr Monetize.
Xandr plans to continue to invest in Xandr Curate in the second half of the year, adding powerful capabilities to help customers grow their businesses in this new segment.
Relationships Built on Transparency and Openness
Another highlight of Q2 2021 were announcements of contract renewals and expansions with global publishers Axel Springerand Microsoft – relationships grounded in the values of publisher control and platform transparency, in an open online ecosystem.
Looking ahead, Xandr will continue to approach shared industry challenges collaboratively, particularly in the area of identity, to provide diversified, often-interoperable identity solutions in order to meet the needs of a broad industry and dynamic stakeholders.
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