Adobe has announced the launch of Adobe Advertising Cloud TV, a solution for automated, data-driven planning and buying of television advertising.

The solution builds on recently acquired TubeMogul PTV (Programmatic TV), which was first launched in 2014. The platform enables buying of TV ads in all its forms – including live linear TV, addressable TV, connected TV, video-on-demand (VOD) and over-the-top (OTT) – to reach over 95% of American households.

The Advertising Cloud capabilities include an integration with Adobe Analytics Cloud to enable brands to use first-party audience data (a brand’s own audience segments gleaned from marketing and advertising efforts) to better target linear TV ads. Marketers can also plan and buy TV ads against audiences that have already demonstrated intent through online searches. Finally, additional datasets from pay-TV providers, MRI and TV manufacturers boost marketers’ ability to plan, target, buy and measure discrete audiences.

“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,” said Brett Wilson, vice president and general manager, Adobe Advertising Cloud. “Adobe Advertising Cloud TV 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.”

Mike Law, EVP and MP, video investments, Dentsu Aegis Network, added: “Programmatic TV has been a critical component for us as we work with clients to apply more data to increase the effectiveness of traditional TV buys. The launch of Adobe Advertising Cloud TV enhances the back-end data access and tool set we can use to improve efficiencies and deliver targeted audiences at scale.”

Read more: Adobe aims for targeting with new cloud advertising platform | Ad Tech | News | Rapid TV News https://www.rapidtvnews.com/2017062047684/adobe-aims-for-targeting-with-new-cloud-advertising-platform.html#ixzz4kcLYOYOL
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