AT&T, WarnerMedia To Be Honored With Technology & Engineering EMMY® Award

For Advancements In Addressable Technology

Award honors the companies’ Development and Pioneering Deployment of Synchronized Local DMA Advertising Capability

OFFICIAL PRESS RELEASE


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Warner Bros. Discovery

AT&T* and WarnerMedia are honored to announce that the companies’ contributions to addressable technology innovation have been recognized by the National Academy Of Television Arts & Sciences (NATAS), and will be among a select few organizations to be honored with a Technology & Engineering EMMY® Award next October.

Honorees successfully demonstrated excellence in engineering creativity, or innovated in a way that has materially affected or improved existing methods in the television business.

By developing technology that enabled the company to divide its single, nationwide advertising market into 85 local markets across its video footprint, DIRECTV was able to increase subscriber scale, while enabling key markets to transact using DMA ratings instead of cable ratings, and drive more local advertising business.

“We are extremely pleased to share that the work we completed to bring addressable technology to local advertisers in support of the national cable industry, is being recognized,” said Matt Van Houten, senior vice president of product and business development for AT&T video ad products, WarnerMedia. “This technical advancement, primarily led by our product organization and the AT&T Communications engineering team, would not have been possible without support from AT&T, our local MVPD partners and vendors, as well as our sales and operations teams.”

By building technology that enabled DIRECTV to integrate fully with the largest local cable interconnects in a streamlined manner, small and mid-sized advertisers could as a result leverage addressable technology in local markets to communicate with their customers more effectively and deliver targeted, relevant advertising at national scale across a plethora of pay TV providers.

February 1, 2021 7:10pm ET by Pressparty  

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