AT&T debuts new targeted ads platform

US telco AT&T has ramped up efforts to offer advertisers more effective audience targeting options with the launch of a new ad platform that uses anonymous data from its own online, mobile and TV customers.

The new targeted advertising solution was developed by AT&T’s AdWorks unit together with AT&T Labs and can deliver suitable ads to its TV, mobile and broadband customers, although the telco is taking pains to point out that customers can opt out of receiving them.

The AdWorks TV BlueprintSM platform collects viewing data from the 12.7mn U-verse TV receivers being used nationwide by AT&T customers in order to develop custom media plans for an advertiser’s key audience segment.

AT&T added 232k subscribers for U-verse TV in the first quarter of this year to reach a total of 4.8mn.

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