Adap.tv, a division of AOL networks, has announced the availability of linear TV through its programmatic buying platform, Audience Path.
Combining data from Nielsen and Rentrak, the platform will offer the ability to transact against traditional/sex demographics, while “automatically optimising ad spend using customised, more precise audience segments.”
Audience Path is now the only platform that can plan, buy, execute and analyse video ad campaigns across all digital screens and linear TV and means the company can offer advertisers the reach of linear TV advertising with the audience targeting capabilities of digital video.
“While television continues to garner the lion’s share of video advertising revenue, advertisers and agencies are thinking and re-architecting their organisations for increasingly cross-screen transactions, driven by the fragmented viewing patterns of consumers,” said Dan Ackerman, senior vice president of programmatic TV at Adap.tv.
“The expansion of our programmatic technology platform to include TV is the realisation of just that, providing buyers with a single platform to plan, execute, optimise and report on their investments in video across every screen.”
Kristi Argyilan, president, North America of Magna Global – which has already run digital and TV campaigns through Audience Path – said: “The power of programmatic lies in its ability to break through the online and offline silos that have been created, and still exist, in video, as well as greatly increasing the value of our clients’ investments across all screens in the process.
“The addition of linear TV to this programmatic platform allows us to reach light TV viewers that are difficult to access through traditional TV-buying methods.”
