The telecom and media giant is striving to build a new TV ad business fueled by data
Talks continued over the weekend to avert a programming blackout that would affect more than 24 million customers of AT&T’s DirecTV, U-verse and WatchTV services. Photo: Patrick T. Fallon/Bloomberg News By Alexandra Bruell Updated March 24, 2019 2:29 p.m. ET Carriage deals between pay-TV distributors and programmers typically hinge on price.
The companies were continuing negotiations over the weekend to avert a programming blackout that would affect more than 24 million customers of AT&T’s DirecTV, U-verse and WatchTV services. Their latest contract expired at midnight Friday. AT&T’s request for Viacom to buy Xandr ad products is separate from the typical two-minute arrangement.
The $70 billion-plus U.S. TV ad market still largely runs on handshakes between ad buyers and sellers. But the industry is trying to modernize as it competes for marketers’ budgets against digital ad giants like Alphabet Inc.’s Google and Facebook Inc. TV executives would like the ability to carve out more of their national ad inventory and sell it for a premium to marketers targeting specific households—simultaneously showing a minivan commercial to a large family and a sports-car ad to a single neighbor watching the same program, for example.
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