XR (Extreme Reach) has launched XR ONE, an AI-powered advertising operations platform that enables brands and agencies to manage the entire advertising lifecycle from a single location. The platform addresses industry challenges revealed in new XR research: over 80% of marketers are producing more content than last year whilst 70% operate with the same or fewer resources, 98% experience late campaign launches due to internal bottlenecks, and 70% regularly exceed production budgets. XR ONE connects production bidding, budget management, and ad delivery across all media platforms. The system comprises four applications: XR Costs for partner onboarding and budget tracking, XR Assets for creative storage, XR Rights for usage rights management, and XR Delivery for distribution across linear TV, CTV, digital, and social channels. AI features provide format recommendations, identify production savings, and predict budget impacts.

XR, the leading platform powering advertising operations, today announced the acquisition of Telly Traffic, a UK-based business affairs specialist with nearly two decades experience supporting TV advertising delivery. Activating advertising...