Adap.tv Pathway Now Powers TV Advertising, Strengthens Mobile Capabilities with Audience Anywhere
Combines the reach of traditional TV advertising with the audience targeting capabilities of digital video across screens
SAN MATEO, Calif. — Adap.tv, the technology partner of choice for the world’s largest video advertising buyers and sellers, today announced Audience Anywhere, a set of tools that empower video publishers and advertisers to reach, engage, measure and monetize audiences across linear television, digital, mobile and other connected screens. Audience Anywhere is part of Pathway, Adap.tv’s powerful technology platform that processes over 10 billion multi-screen video advertising opportunities every month.
According to Nielsen, nearly four in 10 video viewers in the US are light or non-TV viewers, a trend that has made the task of aggregating audiences across TV, digital and mobile screens exponentially complex for buyers and sellers of video. Pathway’s Audience Anywhere provides automated tools that activate data from a host of third-party partners, marrying traditional TV demographics with more granular business targets, to plan, execute, optimize and measure video advertising across video channels.
“TV consumption has never been higher, yet being able to find, package and measure those audiences at scale has never been harder. Marketers and publishers need a simple way to be able to transact with one another without requiring disparate technologies getting in the way,” said Toby Gabriner, president of Adap.tv. “Pathway’s Audience Anywhere brings the power of programmatic to all screens, enabling buyers and sellers to unlock the true value of video, whether it’s watched in the traditional TV environment or on connected devices.”
In addition to the expansion to include linear TV, Audience Anywhere will extend mobile device support through updated SDKs for iOS, Android and HTML5, new video ad units that increase available mobile inventory and enhanced mobile targeting including daypart, TV exposure, shopping behavior and more.
According to Adap.tv’s Q1 2013 State of Video report, two-thirds of video marketers view digitally-delivered video as a direct complement to linear TV, indicating the need for simpler automated toolsets that can effectively execute advertising campaigns and maximize return on investment, regardless of what screen video ad campaigns run on.
To that end, MAGNA GLOBAL previously announced a partnership with Adap.tv to expand the capabilities of MAGNA’s Audience Measurement Platform (AMP). Through Pathway’s Audience Anywhere, MAGNA’s clients will be able measure and optimize business metrics across screens, including TV, tablet, mobile and online.
“We are committed to capitalizing on automation to expand our ability to deliver more meaningful results for our clients,” said Kristi Argyilan, President, MAGNA North America. “By partnering with Adap.tv, we are able to deploy uniquely targeted, optimized and measured campaigns across multiple screens at scale. We are very excited about the step forward this sort of platform represents for media buying overall.”
Adap.tv, a division of AOL Networks, is transforming the way video advertising is bought and sold. Adap.tv’s video intelligence platform, Pathway, helps many of the world’s largest brands, agencies, publishers and ad networks intelligently, effectively and safely plan, buy and measure billions of video ad trades programmatically every month across web, linear TV and mobile video.
Headquartered in San Mateo, California, Adap.tv has US offices in Chicago, Los Angeles and New York, and international offices in Australia, India, Japan and the UK.