AT & T is swallowing AppNexus for $ 1.6 billion

AT & T is swallowing AppNexus for $ 1.6 billion
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Christian Boas

The North American telecommunications group AT & T has put on the table, according to insiders circles $ 1.6 billion for the online advertising customer network AppNexus. As reported by the “Wall Street Journal” during the night on today, Tuesday, the US Telko wants to increase its involvement in the marketing of television and digital video advertising with the acquisition.

AppNexus goes into AT & T
AppNexus is designed as a digital marketplace for advertisers. On it you can buy advertisements, which in turn are then displayed on other websites and applications. According to the report, AppNexus is unlikely to survive as a brand, but rather will be integrated into the existing AT & T corporate structure.

The CEO of the AT & T Advertising and Analytics Group, Brian Lesser, is pursuing a clear goal with the strategic acquisition: to significantly increase the impact on the main competitors in advertising, Facebook and Google, in order to remain competitive in the long term. In this context, advertising clients will in future also be offered tools to measure the success of their campaigns.

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