A ‘Comprehensive Data Marketplace for Connected TV’ Arrives


Global digital advertising technology company Amobee has launched what it calls “a comprehensive data marketplace for connected TV advertising, providing brands and agencies with access to a vast library of data for activation across connected TV and converged cross-screen campaigns.”

To launch the data marketplace, Amobee has integrated 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 to create bespoke targeted campaigns for connected TV.

Until recently, activating data for connected TV and cross-screen campaigns has been challenging, preventing advertisers from taking full advantage of the medium. Amobee’s data marketplace helps advertisers overcome these challenges by mapping individual devices and cookies to anonymized households for connected TV and cross-screen targeting. In addition to harnessing a massive library of third-party segments, advertisers can apply their first-party data to connected TV campaigns by utilizing Amobee’s device graph and integrations with major data management platforms.

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 unexposed viewers to drive incremental reach through connected TV. Advertisers executing connected TV campaigns through Amobee can also harness connected TV attribution and measurement solutions, providing brands with the ability to determine how connected TV campaigns drive brand lift, foot traffic, sales and cross-screen reach.