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AT&T’s AdWorks launching new ad platform this September

AdWorks, the New York-based advertising technology division of US telco AT&T, will be launching a major new multi-screen ad platform this September which enables advertisers to target AT&T customers more effectively, thanks to a proprietary algorithm.

The new advertising platform, called AdWorks Reflection SM, works by building aggregate and anonymous audience segments for a desired television series or insights from mobile content usage based on actual aggregate data, and then identifies common attributes to target these similar audiences online.

The algorithm uses anonymous TV viewing data from more than 10mn U-verse TV set-top boxes and insights from mobile content usage including downloaded apps, games and videos from more than 69mn mobile customer billing relationships.

AT&T added 155,000 subscribers for its managed IPTV service ‘U-verse TV’ in the second quarter of this year to reach a total of 4.1mn in service.

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