There were multiple goals for AT&T's recent Relevance conference: communicating the commitment of newly named ad division, Xandr; demonstrating a commitment to making advertising matter to consumers and easier to transact for brands and agencies, and presenting a vision of a transparent, game-changing media-buying marketplace with first-party data, quality content, massive distribution and powerful ad-tech. All this while throwing an event with speakers ranging from AT&T's CEO Randall Stephenson, baseball's Derek Jeter and television's Matthew Weiner to a host of visionary advertising executives. Amidst all of that, a quiet announcement gave proof to the company's commitment to upending the marketplace.
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