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Expand chart
Data: eMarketer; Chart: Harry Stevens/Axios

New to this season's UpFront event season is AT&T's Xandr, which will be revealed at its event in New York City on Tuesday morning.

  • Xandr will unveil "Community," a curated marketplace that will leverage the combined digital TV ad inventory to allow advertisers to reach targeted audiences at scale with TV ads.
  • Community will pull together inventory from WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media, and Warner Bros., as well as VICE -Together with Hearst Magazines, Newsy, and digital video platforms Philo, Tubi, and Xumo,
  • For context, AT&T's "WarnerMedia" was a part of a similar consortium of advanced television publishers called "Open AP," but dropped out last month to create its own addressable ad alliance, which is slightly different from what Open AP offers.

The big picture: Almost every major TV network and provider is working on their version of an advanced TV ad product, or TV ads that can be digitally targeted.

  • The hope is that one day, networks will be able to capture lucrative ad dollars from marketers that want to reach more audiences in a more targeted fashion than they can with traditional TV ad buys, but at scale.

Be smart: No TV network has the ability to serve addressable ads at scale alone, that's why they're developing addressable advertising alliances. Michael Beach has a good breakdown of the alliances via his must-read newsletter "The State of the Screens:"

  • Community: WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media, and Warner Bros., as well as VICE -Together with Hearst Magazines, Newsy, Philo, Tubi, and Xumo
  • NCC Media: Comcast, Cox, Charter
  • Project OAR: AMC Networks, AT&T, CBS, Comcast NBCUniversal, Discovery, Disney, Freewheel, Hearst, Inscape, Turner, Xandr, Vizio

Yes, but: That transformation is happening slowly, and at this point, very few dollars are expected to be allocated towards addressable TV ad buys in the near future.

Meanwhile: Marketers are instead putting their dollars towards digital video platforms, although data and studies suggest that television networks will remain supreme for a while.

Go deeper: Coming to a TV near you: personalized ads

Go deeper

By the numbers: Census to show first decline of white population

Expand chart
Data: U.S. Census Bureau via Brookings Institute; Chart: Sara Wise/Axios

The latest census is expected to show the first decline in history for the nation's non-Hispanic white population, according to an analysis of U.S. Census Bureau data by the Brookings Institution's William Frey.

Why it matters: The U.S. is rapidly moving toward a majority-minority population — with the racial and ethnic diversity most apparent in younger cohorts. "This really is moving in a direction that’s going to favor the issues and the political agendas of these younger people," Frey told Axios.

Democrats plot filibuster workarounds

Illustration: Aïda Amer/Axios

Several Democratic lawmakers are moving away from calls to eliminate the filibuster while privately discussing alternatives to bypass it, Axios has learned.

Why it matters: These talks have ramped up in earnest following the Republicans’ move Tuesday to block a measure to protect and expand voting rights.

1 hour ago - Politics & Policy

Infrastructure's remaining potholes

Illustration: Shoshana Gordon/Axios

President Biden declared victory in announcing the bipartisan infrastructure package. Now comes the hard part: negotiating with his own party on the separate reconciliation bill.

Why it matters: By trying to simultaneously pass two massive spending bills, Biden and congressional leaders are attempting a legislative feat that will likely require Congress to work through its August recess — and potentially well into the fall, according to lawmakers and senior staffers.

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