(Reuters) — AT&T said on Monday it would buy online advertisement exchange company AppNexus Inc, less than a month after the No. 2 U. S. wireless carrier closed its $85 billion deal to acquire media company Time Warner Inc.
( Reuters) — AT&T said on Monday it would buy online advertisement exchange company AppNexus Inc, less than a month after the No. 2 U. S. wireless carrier closed its $85 billion deal to acquire media company Time Warner Inc.
AT&T did not disclose the AppNexus deal value. However, the Wall Street Journal, citing sources, reported last week that the company was in talks to buy AppNexus for about $1.6 billion.
AppNexus, which runs a digital platform for advertisers to purchase online ads, will become part of AT&T advertising & analytics, as the U. S. telecom company aims to expand its online advertising to better compete with Alphabet’s Google and Facebook.
AppNexus extends the advertising and analytics’ footprint globally, expanding into Asia-Pacific, Australia, Europe, and Latin America, AT&T said.
The acquisition also adds to AT&T’s ad-supported premium video content portfolio including Turner Networks, Audience Network, and Otter Media, the company said.
The transaction is expected to close during the third quarter of 2018.
( Reporting by Sonam Rai in Bengaluru; Editing by Maju Samuel and Sriraj Kalluvila)
