DetailsJoseph O’Halloran| 17 August 2019
Global digital advertising technology provider Amobee has unveiled what it calls a ‘comprehensive’ advertising data marketplace providing brands and agencies with access to a library of data for activation across connected TV and converged cross-screen campaigns.
Explaining the launch, Amobee said that until recently, activating data for connected TV and cross-screen campaigns has been challenging, preventing advertisers from taking full advantage of the medium. The new data marketplace is designed to help advertisers overcome these challenges by mapping individual devices and cookies to anonymised households for connected TV and cross-screen targeting.
In launching the marketplace, Amobee has signed partnerships with more than 60 data providers and marketplace including Oracle Data Cloud, the LiveRamp Data Store, IRI, Inscape, Lotame, Eyeota and Tru Optik among others. This said the company was intended to give advertisers access to more than 60,000 always-on audience segments to create bespoke targeted campaigns for connected TV.
In addition to harnessing a library of third-party segments, advertisers using the Amobee marketplace can apply their first-party data to connected TV campaigns by utilising the firm’s device graph and the data management platform integrations.
“Connected TV’s potential to provide the same targeting and attribution as digital has been largely unfulfilled,” commented Aleck Schleider, senior vice president of client and data strategy at Amobee. “By collaborating with more than 60 data sources, in addition to our TV Amplifier solution linking linear and connected TV, Amobee is changing the conversation around connected TV and creating an unprecedented opportunity for advertisers to converge their campaigns and realise better targeting and results.”
“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,” added Grant Ries, CEO of LiveRamp B2B and executive MD of Data. “LiveRamp is pleased to join Amobee in helping advertisers achieve the KPIs that matter through this converged planning solution.”