Connected device plans for AT&T
continued to expand last year, surging about 32 percent between 2017 and 2018
, and posting nearly 221 percent growth over the course of this decade.
While this is partially related to the astronomical growth of connected devices broadly, AT&T has also been eyeing the digital ad space
. Its strong connected device growth is one piece of that larger puzzle for the company. The success of AT&T’s connected device subscriptions is part of a larger strategy of further moving into and dominating targeted ad sales on internet connected devices. Over the past couple of years, AT&T has acquired several ad tech companies, like AppNexus, Warner Media, and Otter Media, all specializing or having strong segments in over-the-top media services. The reach and breadth covered by AT&T could prove attractive as digital ad buyers look for a brand safe environment and wide-reaching services.