May 19, 2020

AT&T’s new advertising company Xandr officially launches

erptre fusion
2 min
AT&T’s new advertising company Xandr officially launches
Xandr, AT&T’s “new kind of advertising company” has officially launched
The new firm will incorporate AT&T’s existing advertising and analytics businesses, including its advanced TV business, AT&T AdWorks,, and AppNexus.
All of these businesses will continue to operate under Xandr’s name, supporting existing customers in the US and internationally.
Xandr CEO Brian Lesser said:
“Xandr is a name that draws inspiration from AT&T’s rich history, including its founder Alexander Graham Bell, while imagining how to innovate and solve new challenges for the future of advertising”.
“Our purpose is to Make Advertising Matter and to connect people with the brands and content they care about”.
AT&T’s statement said that Xandr has four advantages that differentiate it from the competition: data, premium content, advanced advertising technology, and AT&T’s widespread distribution to over 170mn customers.
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Xandr has also entered agreements with Altice USA and Frontier Communications “to aggregate and sell their national addressable TV advertising inventory”.
Addressable TV advertising technology allows for targeted household-specific advertising, meaning that two households viewing the same channel at the same time may see different advertisements.
“By combining data with advertising technology, addressable TV allows advertisers to more effectively reach their audiences without the wasted spend associated with traditional, non-targeted TV”, AT&T said.
The firm said that Xandr is committed to personalization, and has backed this by teaming up with Insight Strategy Group and Advertiser Perceptions.
This alliance has enabled Xandr “to conduct surveys and on-the-ground ethnographies in order to understand the dynamics between customer sentiment and the advertising experience”.

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Jun 21, 2021

How AWS helps NASCAR delight its fans

3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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