AT&T plans to acquire global advertising marketplace AppNexus in a move to it hopes will accelerate growth of its ad revenues and in part follow a strategy already embraced by rival Verizon.

“Similar to Verizon Communications Inc.’s recent focus on media, AT&T is betting advertising will become a pillar in its plan to build itself up beyond just a set of telecom pipes,” Bloomberg news reported.

The AppNexus deal was announced Monday. Financial terms were not disclosed.

AppNexus will become part of the AT&T advertising and analytics firm it created last year.

“Ad tech unites real-time analytics and technology with our premium TV and video content,” said Brian Lesser, CEO of the AT&T company. “So, we went out and found the strongest player in the space. AppNexus has scale of infrastructure, advanced technology and diverse talent. The combination of AT&T advertising & analytics and AppNexus will help deliver a world-class advertising platform that provides brands and publishers a new and innovative way to reach consumers in the marketplace today.”

AppNexus has a team of more than 400 software engineers.

“This team brings leadership and vertical expertise in machine learning and predictive analytics, advertising technology and video,” AT&T added.