AT&T Inc. said Monday it has agreed to acquire advertising technology company AppNexus, a deal that could help the telecom giant capitalize on the media content it added through its purchase of Time Warner Inc. and give it more firepower to take on Google andFacebook for digital advertising dollars.
Terms of the deal weren’t disclosed. The Wall Street Journal reported last week AT&T was expected to pay around $1.6 billion, according to people familiar with the matter.
AppNexus offers technology that helps advertisers buy ads, using automated software, across a range of websites and apps. The company also supplies technology to publishers so they can manage and sell ad space on their websites. Its marketplace, which connects both the buyers and sellers of ads, extends into the video and web-connected television space.
In a press release, AT&T said it hopes the proposed acquisition will strengthen its position in advanced television advertising.
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