Altice launches multiscreen ad group

April 5, 2018
Altice USA (NYSE:ATUS) has launched a4, the company's advertising and data business, which is intended to deliver audience-based ...

Altice USA (NYSE:ATUS) has launched a4, the company's advertising and data business, which is intended to deliver audience-based, multiscreen advertising solutions to local, regional and national advertisers and MVPD partners.

a4 is based on Altice USA's own addressable advertising business, as well as the acquisition of Audience Partners, a provider of privacy-compliant, authenticated IP addressability technology in the United States, and Placemedia, a provider of supply-side programmatic ad solutions for national linear, addressable, OTT and on-demand TV.

"The launch of a4 is an important milestone to mark our investment in advanced advertising and analytics solutions and formalizes our work over the last year to establish this platform," said Charles Stewart, co-president and chief financial officer for Altice USA. "We'll continue to support a4 so that it remains a category leader for our advertising clients as well as our MVPD and programming partners."

"Having executed numerous successful campaigns, a4 has a unique opportunity to service the complex needs of advertisers with our advanced, all-in-one advertising and data platform to drive clients' business results," said Paul Haddad, president of a4. "With the dynamic and integrated platforms that make up a4, today we are bringing tremendous efficiencies to brands looking to reach verifiable audiences across every screen, in and out of home, and prove back the impact of their spend."

a4 is designed to let advertisers build authenticated audience segments using non-personally identifiable data once, and activate campaigns across any screen, including TV, mobile, tablet and computer. Clients can activate audience-based campaigns across more than 90 million U.S. households - both in and out of the home - through privacy-compliant and authenticated IP addressability and addressable TV. During and post campaigns, a4 provides measurement and data analysis, including combined reach/frequency by audience and screen exposure.

Charter Communications (NASDAQ:CHTR), Comcast (NASDAQ:CMCSA) and Cox Communications announced a similar effort yesterday.