Amobee launches a data marketplace for connected TV

Amobee this month launched a data marketplace for connected TV advertising. The new data marketplace provides brands and agencies with data for activation across connected TV and converged cross-screen campaigns.

Amobee says it has integrated over 60 data providers and marketplaces—including Oracle Data Cloud, the LiveRamp Data Store, IRI®, Inscape, Lotame, Eyeota and Tru Optik, among others—to give advertisers access to over 60,000 audience segments.

Amobee’s data marketplace maps individual devices and cookies to anonymized households for connected TV and cross-screen targeting. Advertisers can also apply their first-party data to connected TV campaigns by utilizing Amobee’s device graph and integrations with major data management platforms.

“We’re proud to work with an innovative company like Amobee to help develop this data marketplace and activate a new way to help advertisers thoughtfully reach audiences on connected TV,” says Chris Langel, Vice President of Partnerships at Oracle Data Cloud. “By accessing Oracle audience data for connected TV, advertisers can more effectively reach their target customers and drive the results they want across screens.”

“Connected TV’s potential to provide the same targeting and attribution as digital has been largely unfulfilled,” says Aleck Schleider, Senior Vice President of Client and Data Strategy at Amobee. “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 also includes 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 utilize 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.

“As advertising continues to transform, with consumers moving seamlessly between screens, understanding how connected TV, linear TV and digital media work together and complement each other is a massive advantage,” says Jared Gach, Senior Media Manager at Performics. “Being able to activate and scale the same data on connected TV that we’re using on linear TV or digital campaigns opens the door to endless possibilities for more holistic media planning and attribution, an important component for our converged planning capabilities.”

“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,” says Grant Ries, CEO of LiveRamp B2B and Executive MD of Data. “LiveRamp is pleased to join Amobee in helping advertisers achieve the KPIs that matter through this converged planning solution.”