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(Telecompaper) AT&T has bought Clypd, a data-driven TV advertising platform for broadcast and cable TV networks. The operations will become part of the carrier’s Xandr ad business, and in particular Xandr Monetize, and help push more personalised ads for its streaming services. AT&T said Clypd will help the company improve the converged buying and selling for its streaming video services, help programmers automate advertisers through private or open market places, and create tools for a better yield. Marketers for example, will be able to Clypd’s platform to define campaign targets and measure the performance of their campaigns. 

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