January 29, 2021 – New York, NY – 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.
WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, HBO Max, Warner Bros., TNT, TBS, truTV, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies and others. The organization also includes Xandr’s suite of advanced advertising solutions designed to help to improve advertising for brands, publishers, and consumers. WarnerMedia is part of AT&T Inc. (NYSE:T).
* About AT&T Communications
We help family, friends and neighbors connect in meaningful ways every day. From the first phone call 140+ years ago to mobile video streaming, we @ATT innovate to improve lives. AT&T Communications is part of AT&T Inc. (NYSE:T). For more information, please visit us at att.com.