Amobee is launching a data marketplace for connected TV advertising to provide brands and agencies with access to data for activation across connected TV and converged cross-screen campaigns.
The company is integrating with more than 60 data providers and marketplaces—including Oracle Data Cloud, the LiveRamp Data Store, IRI, Inscape, Lotame, Eyeota and Tru Optik to give advertisers access to more than 60,000 always-on audience segments.
Amobee’s data marketplace will map individual devices and cookies to anonymized households for connected TV and cross-screen targeting. Advertisers will also be able apply their first-party data to connected TV campaigns by utilizing Amobee’s device graph and integrations with other data management platforms.
“Connected TV’s potential to provide the same targeting and attribution as digital has been largely unfulfilled,” said Aleck Schleider, senior vice president of client and data strategy at Amobee, in a statement. “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 realize better targeting and results.”
Amobee’s connected TV data marketplace will also include custom built segments to help advertisers manage cross-screen frequency, maintain share of voice and reach viewers to drive incremental reach through connected TV.
“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,” said Grant Ries, CEO of LiveRamp B2B, in a statement. “LiveRamp is pleased to join Amobee in helping advertisers achieve the KPIs that matter through this converged planning solution.”