AT&T advertising unit Xandr has bought Clypd, a TV advertising optimisation service that counts Duke University as a shareholder.
US-based TV adverts optimisation platform Clypd has been bought by telecoms firm AT&T’s Xandr advertising subsidiary in a deal of undisclosed size that enabled Duke University to exit, Reuters reported on Thursday.
Founded in 2012, Clypd offers a data analytics platform used by more than 100 cable and broadcast TV networks to enhance the impact of ad space.
The platform is pitched as providing granular information on TV audiences whereas broadcasters have historically relied on broad demographics to inform advertising decisions.
Xandr will use the data functionality for its own TV advertising business but will also integrate Clypd’s ad space with its Xandr Community product, which pools ad slots held by AT&T-owned networks and third parties for distribution to advertisers.
Reuters speculated the move may help allay a perception that Xandr Community has overly depended on ad space on streaming platforms, with a shortfall of capacity…
