Xandr’s premium video marketplace continues to grow across Asia

Xandr expands pool of premium video inventory, signing agreements with Asia’s largest streaming companies.

Xandr, AT&T’s advanced advertising company, today announced the expansion of its premium video marketplace to include all of Australia’s premium, commercial broadcasters.

According to a media statement by the company, the most recent quarter saw Xandr post impressive international growth across digital video, and specifically, Connected TV (CTV).

In Asia specifically, regional Over-the-Top (OTT) platforms WeTV&iflix, Viu and iQiyi, as well as local platforms SMX (for MeWatch) True Digital and Vidio have signed on to use  Xandr’s strategic selling platform Xandr Monetize, bolstering Xandr’s premium video offering in the region.

Building on this strong momentum and direct integration with premium video publishers, CTV inventory has become increasingly available and monetized through Xandr’s end-to-end platform, the company said in its statement.

“We are thrilled to see the region’s leading OTT players coming on the Xandr platform to provide premium video ad inventory at scale,” said Shilpa Kolte, Senior Account Director. “As an innovator at the intersection of TV and digital, Xandr provides an open platform to support the growing demand in CTV buying and selling across multiple verticals. While we continue to bolster the premium digital video marketplace in Asia, we remain committed to improving the experience for advertisers, content owners and consumers in a privacy-first, brand-safe environment.”

In line with the rise in digital video consumption during the global pandemic, digital ad spend is set to follow an upward trajectory as video streaming habits are likely here to stay. Further, OTT streaming platforms in APAC have surpassed the 400 million mark this year, with OTT profits set to reach US$54 billion in 2026.