AT&T Promises Innovation in Advertising With Time Warner Deal

AT&T executives say their proposed $85.4 billion acquisition of Time Warner would deliver innovation to advertising.

While ad industry executives love hearing such talk, they say it is unclear exactly what it could mean for them. The combination of AT&T and Time Warner would bring together huge amounts of viewer data with content, which could serve as a catalyst to make TV advertising a lot more targeted to individuals, similar to the way digital advertising is now. In addition, AT&T’s data from its 90 million wireless subscribers and DirecTV households could be leveraged to target people with ads across devices, including TVs, laptops and mobile phones, some ad executives speculate.