Until recently, activating data for connected TV and cross-screen campaigns has been challenging, preventing advertisers from taking full advantage of the medium, says Amobee, the digital advertising technology provider. To make this easier, the company has launched a comprehensive data marketplace for connected TV advertising, providing brands and agencies with access to a vast library of data for activation across connected TV and converged cross-screen campaigns.
Amobee has integrated with more than 60 data providers and marketplaces including Oracle Data Cloud, the LiveRamp Data Store, IRI, Inscape, Lotame, Eyeota and Tru Optik. As a result, the company can give advertisers access to more than 60,000 always-on audience segments to create bespoke targeted campaigns for connected TV.
The new data marketplace maps individual devices and cookies to anonymised households for connected TV and cross-screen targeting. “In addition to harnessing a massive library of third-party segments, advertisers can apply their first-party data to connected TV campaigns by utilising our device graph and integrations with major data management platforms,” Amobee explains.
Aleck Schleider, Senior Vice President of Client and Data Strategy at the company, says: “Connected TV’s potential to provide the same targeting and attribution as digital has been largely unfulfilled. By collaborating with more than 60 data sources, in addition to our TV Amplifier solution linking linear and connected TV, we are changing the conversation around connected TV and creating an unprecedented opportunity for advertisers to converge their campaigns and realise better targeting and results.”
Grant Ries, CEO of LiveRamp B2B and Executive MD of Data, says: “With connected TV advertising data becoming an integral part of people-based cross-screen planning, it’s important to have a marketplace for advertisers to access the most relevant data for their campaigns. LiveRamp is pleased to join Amobee in helping advertisers achieve the KPIs that matter through this converged planning solution.”
Jared Gach, Senior Media Manager at Performics, adds: “As advertising continues to transform, with consumers moving seamlessly between screens, understanding how connected TV, linear TV and digital media work together and complement each other is a massive advantage. Being able to activate and scale the same data on connected TV that we’re using on linear TV or digital campaigns opens the door to endless possibilities for more holistic media planning and attribution, an important component for our converged planning capabilities.”
Amobee’s connected TV data marketplace will include custom-built segments to help advertisers manage cross-screen frequency, maintain share of voice and reach unexposed viewers to drive incremental reach through connected TV. Advertisers executing connected TV campaigns through Amobee can also harness connected TV attribution and measurement solutions, providing brands with the ability to determine how connected TV campaigns drive brand lift, foot traffic, sales and cross-screen reach.