Adobe Unveils Personalized Linear TV Ad Targeting

Marketing software giant Adobe has launched a solution for the automated, data-driven planning and buying of TV advertising, enabling brands to use their first-party audience data to better target linear ads.

The new 'Advertising Cloud TV' solution builds on the firm's recent acquisition of video ad targeting specialist TubeMogul, by tapping into the latter's PTV (Programmatic TV) services which offers buying, targeting and reporting insights for TV advertising. Integrated with the Adobe Analytics Cloud, marketers can also use the new solution to plan and buy TV ads against audiences that have already demonstrated intent through online searches. In addition to first-party data, additional datasets from pay TV providers, MRI and TV manufacturers can be used to boost marketers' ability to plan, target, buy and measure discrete audiences.

Brett Wilson (pictured), VP and General Manager, comments: 'Adobe Advertising Cloud TV is knocking down the barriers between digital marketing and traditional TV ad buying to enable marketers to have a single strategy that works. The service builds on an already industry-leading product to enable new firsts, like the ability to use a brand's data to better target audiences regardless of which device a viewer happens to be watching on'.

Web site: www.adobe.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.