AT&T’s Xandr purchases TV advertising company clypd – source

By Sheila Dang (Reuters) - AT&T Inc's advertising unit Xandr has purchased clypd, an advertising platform that uses data to better target ads on linear TV, according to a source familiar with the matter, in a move towards Xandr's stated goal of making TV commercials as personally targeted as digital ads. Clypd, which counts TV networks Discovery and CBS as partners, uses data to allow advertisers to target viewers more precisely by their interests. TV commercials are traditionally purchased with only the capability to target people by age and gender.

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