Xandr Powers Political and Advocacy Advertising Programmatically For WarnerMedia
Xandr and WarnerMedia create a custom, multi-step process to ensure creative compliance for political digital advertising
AUGUST 26, 2020 – New York, NY – Political and advocacy advertisers can now access inventory across the WarnerMedia portfolio exclusively through private marketplaces using strategic buying platform Xandr Invest. This marks the first time these groups have the ability to set up relevant messaging programmatically across WarnerMedia’s digital inventory.
Through a custom-built workflow and process powered by Xandr Invest, advertisers can now access premium inventory this election season while ensuring trust, transparency and compliance to a dedicated creative approvals process.
According to Xandr’s 2020 Relevance Report: Political Edition*, the leading challenge to deliver a positive ad experience came down to voter trust, with 83% of respondents finding it difficult to trust what they see in political ads. Three out of four respondents said they believed political ads include “fraudulent” or “fake” information. Despite that sentiment, 60% or more said they have researched or read more about a cause or candidate after exposure to a political ad, demonstrating the need for safeguarding ads.
Programmatic advertising – relative to traditional, direct advertising campaigns – can relinquish certain controls over campaign stewardship. In order to maintain rules publishers need and expect, the partnership between WarnerMedia and Xandr assures full creative control over how ads show up, which is particularly important in more sensitive categories like political and advocacy advertising.
“WarnerMedia – like all publishers – has a responsibility to meet the needs of our advertising partners while protecting audiences who come to our platforms for information and entertainment,” said Joe Hogan, executive vice president of sales and marketing at WarnerMedia. “The highest of standards is key in protecting each of our partner’s messages, and digital environments are no exception. In collaborating with Xandr, we are confident that this system and solution enables political and advocacy advertisers to reach the intended audiences in the proper context, across our entire ecosystem.”
WarnerMedia reconfigured its workflow by activating a multi-step approval process – including a manual creative review by the media company to ensure advertisements meet our high standards for accuracy and compliance. Trust and transparency are core tenets to WarnerMedia’s holistic approach, and this new product supports the Standards & Practices (S & P) guidelines utilized across the company’s on-air and portfolios.
“Xandr has seen increased demand for flexible access to political inventory this election year across all screens – in premium, brand-safe environments,” said Mike Welch, Head of Xandr. “We’ve made a commitment to political buyers to expedite creative approvals to streamline campaigns, while meeting our rigorous compliance standards during this busy election season. By enabling a secondary creative review within our platform, we are able to turn on political advertising programmatically in a safe and compliant manner across the WarnerMedia portfolio.”
WarnerMedia and Xandr are focused on providing transparent and advanced advertising solutions for partners, while creating a more relevant experience for consumers in the political category and beyond.*Xandr’s conducted three, 90-minute focus groups among 15 total Republican, Democratic and Independent voters across the US in January 2020 in partnership with research and analytics firm MarketCast, in addition to conducting a 20-minute online survey of 1,000 current and prospective voters 18 years or older, for the Relevance Report: 2020 Political Edition.
WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, HBO Now, HBO Max, Warner Bros., TNT, TBS, truTV, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies and others, as well as Xandr’s suite of advanced advertising solutions designed to help to improve advertising for brands, publishers, and consumers. WarnerMedia is part of AT&T Inc. (NYSE:T).
Xandr is AT&T’s advertising company and a leader in addressable advertising, creating a better solution for advertisers and media companies. Xandr Invest and Xandr Monetize, our strategic platforms built on more than a decade of AppNexus’ innovation, optimize media spend across screens for buyers and sellers alike. Community, powered by Xandr, is a curated marketplace of premium publishers, providing access to unique consumer insights in a brand-safe environment. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.