Dave Morgan certainly knows the value of partnerships when scaling advanced audience targeting for television. So when he takes in the aspirations of AT&T’s Xandr, it’s the partnering theme that gets his attention.
“There’s a really big mission. Whether AT&T itself is going to be able to do it or not we’ll see,” Morgan says in this interview with Beet.TV at the recent Xandr Relevance Conference in which he discusses his Simulmedia advanced TV solutions company having achieved profitability and its new Transparent TV offering.
Although AT&T has the means to distribute its own content, it will need to work with multiple MVPD’s to scale household addressable advertising. Simulmedia collaborates with about a dozen of the top US television companies to aggregate and scale audience targeting, so Morgan understands what’s at play.
“It’s certainly trying to bring together the whole ecosystem,” he says of Xandr. “I think it realizes that it’s going to require a lot of partners to get there.”
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