WarnerMedia is going its own way when it comes to helping advertisers find specific groups of TV watchers, Variety reports. The company, a founding member of the audience-targeting media alliance known as OpenAP, said late last week it would withdraw from the group, citing its desire to pursue its own strategy under owner AT&T.

AT&T purchased Time Warner in June for more than $80 billion, and the company has its own unit, Xandr, devoted to providing data to marketers that helps them narrowly target audience segments.