After the controversial move of buying TimeWarner and it’s several subsidiary companies, AT&T has decided to buy AppNexus, an advertising company that focuses on personalized ads, based on users’ browsing histories. The now multimedia company has stated: “AT&T is investing to accelerate the growth of its advertising platform and strengthen its leadership in advanced TV advertising.” This decision has only increased the concerns that AT&T is becoming too powerful and dominant in the industry, dominating so many areas and sources of entertainment.
Having both AppNexus and TimeWarner at its disposition could be incredibly helpful for AT&T since the latter could give them information about people’s watching habits. Merging both services could help them give even more personalized and accurate ads to customers, by promoting the content that they usually consume.
ArsTechnica asked the company if it planned to use both companies in this manner, and they replied: “We operate as two separate companies until we receive standard regulatory approval. Any comments about the companies post-merger would be premature. Customer privacy will remain a fundamental commitment, as always.”
AT&T’s CEO has stated that this is one of the many smaller purchases that the company will do in the coming months, to boost and improve its advertising strengths.
These intentions were confirmed by CEO Randall Stephenson in a statement after the ruling. He said to the press:
“The content and creative talent at Warner Bros., HBO and Turner are first-rate. Combine all that with AT&T’s strengths in direct-to-consumer distribution, and we offer customers a differentiated, high-quality, mobile-first entertainment experience. We’re going to bring a fresh approach to how the media and entertainment industry works for consumers, content creators, distributors, and advertisers.”