AT&T is testing its Cross-Screen Advertising product

After acquiring DirectTV, AT&T is testing AdWorks, its new Cross-Screen advertising platform. The company expects to market the new product in the first half of next year.

The test period includes 3 Fortune 500 companies (the name of which was not disclosed). While two of them are in different stages of development, one is ready to launch its ads in the new platform.

But, what is new about this platform? this new product identifies the viewer through its mobile phone (despite the carrier he or she uses). In this way, now that most TV viewers are using more than one device at a time, advertisers can more accurately target TV ads after identifying what they are doing with their other devices.

If this technology is successfully implemented, it opens a whole new world of opportunities, since viewers will not be targeted only by demographics of the TV show they are watching, but by what they are browsing or doing on their phones or tablets.

Read more:
AT&T Tests Cross-Screen Advertising With AdWorks