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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

Two officers shot in Louisville amid Breonna Taylor protests

Police officers stand guard during a protest in Louisville, Kentucky. Photo: Ben Hendren/Anadolu Agency via Getty Images

Louisville Metro Police Department said two officers were shot downtown in the Kentucky city late Wednesday, just hours after a grand jury announced an indictment in the Breonna Taylor case.

Driving the news: Metrosafe, the city's emergency services, said it received reports of a shooting at South Brook St. and Broadway Ave., near the area where protests were taking place. A police spokesperson told a press briefing the injuries of both officers were not life-threatening. One officer was "alert and stable" and the other was undergoing surgery, he said.

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 9 p.m. ET: 31,778,331 — Total deaths: 974,436 — Total recoveries: 21,876,025Map.
  2. U.S.: Total confirmed cases as of 9 p.m. ET: 6,943,078 — Total deaths: 201,930 — Total recoveries: 2,670,256 — Total tests: 97,459,742Map.
  3. Health: CDC director says over 90% of Americans have not yet been exposed to coronavirus — Supply shortages continue to plague testing.
  4. Politics: Missouri Gov. Mike Parson tests positive for coronavirus — Poll says 51% of Republicans trust Trump on coronavirus more than the CDC.
  5. Technology: The tech solutions of 2020 may be sapping our resolve to beat the coronavirus
  6. Vaccines: Johnson & Johnson begins large phase 3 trial — The FDA plans to toughen standards.
  7. Sports: Less travel is causing the NBA to see better basketball.
  8. Future: America's halfway coronavirus response

Biden: Breonna Taylor indictment "does not answer" call for justice

Former Vice President Joe Biden. Photo: Leigh Vogel/Getty Images

Former Vice President Joe Biden on Wednesday condemned the grand jury indictment of a Louisville police officer who entered Breonna Taylor's home in March in a botched drug raid that led to her death, saying in a statement the decision "does not answer" for equal justice.

The big picture: Biden called for reforms to address police use of force and no-knock warrants, while demanding a ban on chokeholds. He added that people "have a right to peacefully protest, but violence is never acceptable."

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