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AT&T's Xandr Ad-Tech unit has concluded a new big deal. Then his CEO resigned – Variety

 


Brian Lesser had every reason to be proud of Xandr, the ad technology company he ran. On Wednesday, he unveiled a new agreement to work with Walt Disney, WarnerMedia and AMC Networks. He celebrated in a strange way: he resigned.

Lesser, a reputable advertising executive, had broadened his profile after coming on board in the summer of 2017 as CEO of a new unit dedicated to finding ways to use the huge consumption data from its parent company to help advertisers place their ads in smarter fashion. The parent company is a massive entity known as AT&T and Lesser joined just as it set out to recover Time Warner's glitzy entertainment assets for 85.4 billions of dollars.

Lesser's resignation became known on Wednesday after the company, now known as Xandr, entered into a pact with several major media companies to make available new data sets that would help Madison Avenue in the market advertising sales "upstream" of the sector. A person familiar with the matter has confirmed his departure, previously reported by Reuters. This person said that Lesser had ambitions beyond the leadership of Xandr, and was considered an internal candidate to take over the leadership of WarnerMedia, but he discovered that he would not get the job, said the person, suggesting that Lesser may have other opportunities that he is considering.

AT&T did not respond to a request for comment.

His departure could jeopardize some of AT & T's big plans for WarnerMedia. Lesser's role was deemed sufficiently important that he report directly to AT&T President and CEO Randall Stephenson. Madison Avenue was interested enough in her plans for many agency lights to attend Santa Barbara conferences for two consecutive fall to hear Lesser's plans to make television advertising as effective and targeted as the advertisements that appear on digital media, where marketers can use data and intellectual property. addresses to determine more about a consumer than gender or age.

Xandr also had influence over certain key elements of his brother, WarnerMedia. This company had helped form a new industry alliance called Open AP, where NBCUniversal, Viacom, Fox and Univision came together to help advertisers find narrower audience types – like pregnant women or buyers. 39; a first car – which could be used in different companies. But WarnerMedia, which helped found the alliance before it was bought by AT&T, discovered that its new parent company had its own plans for its new acquisition – with Xandr.

"I expect the two organizations, the WarnerMedia ad sales team and Xandr, to come closer and closer over time," said Lesser. Variety in December. "In fact, this is already happening." There was a school of thought in the media industry that Xandr might even take wider control of ad sales at WarnerMedia, which tried to define itself after its former president, Donna Speciale, was ousted from the media. 39 last year while AT&T was looking for its own staff to oversee its Madison Avenue connections.

Xandr and WarnerMedia planned to jointly present in the first edition of this year and the Lesser unit would be involved in the design of ads that could be placed in an ad-supported version of the HBO video streaming service Max, which will be launched soon.

In short, the Lesser unit is supposed to be the engine that monetizes the Time Warner purchase of AT&T. As WarnerMedia accelerates the creation of video content to bring audiences to large screens and small, and that DirecTV is trying to connect to consumer homes, it's Xandr's job to find new ways to bring Madison Avenue into the mix and provide financial fuel. "What we want to get is that we want to say to one of our customers:" You can now reach the audience you want to reach through any program, in any "Any device," said Lesser last year.

Many eyes in the advertising world were on Lesser because he arrived at AT&T with a high level pedigree. He helped launch Xaxis, a so-called "programmatic" buying platform that helped advertising giant WPP penetrate this once-emerging market. Within a few years, he became CEO of North American operations for GroupM, the giant WPP consortium of media and ad buying operations.

A lesser act no doubt awaits behind the scenes. In the meantime, possible candidates to return to work at Xandr could include Kirk McDonald, the unit's commercial director, who previously worked as a marketing director and was to be one of the faces leading Xandr and WarnerMedia to customers in the years to come. in the front. Mike Welch, executive vice president of product and business development at Xandr, was instrumental in gathering company data and assets and in integrating customers into deals like the one announced earlier today.

Lesser's departure is the latest in a parade of senior executives who have left AT&T since the purchase of WarnerMedia. It follows a line that includes Speciale, the former head of advertising sales; David Levy, former President Turner who had close ties to the sports leagues; distributors and advertisers; and Richard Plepler, the former head of HBO. Lesser was not as well known as these people. But he was on the verge of being – and can again, quickly.



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