AT&T U-verse uses STB data to make ad, channel decisions

05/31/2013 | MediaPost Communications

Data derived from its U-verse set-top boxes has helped AT&T make decisions on ad sales and channel coverage, according to AT&T's Jeff Weber. "It gives us much greater insight in terms of the value of a particular channel or piece of content, and we've been able to get real clarity on whether we should pay that rate, whether we should ask for a lower rate, whether it's something that we have to carry," he said.

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