By Sahil Patel
Hinted at during AOL’s Programmatic Upfront last night, Adap.tv has launched Audience Anywhere, a new set of automated tools for video advertisers and publishers to measure audiences across digital, mobile, and even linear TV.
Adap.tv says it wants to make it easier for advertisers to buy video across all screens. “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 screens,” said Toby Gabriner, president of Adap.tv, in a statement.
To that end, Adap.tv says Audience Anywhere merges traditional TV demographics with deeper data on audiences in order to improve the delivery and measurement of video advertising across channels. In addition to linear TV support, Audience Anywhere’s mobile video capabilities have been improved via updated SDKs for iOS, Android, and HTML5, as well as new video ad units that offer enhanced targeting options like daypart, TV exposure, and shopping behavior.
If all of this sounds a bit way over your head, don’t worry, most of ad tech is. What’s clear here, as it was during AOL’s event last night, is that Adap.tv wants to make a play for video ad budgets, regardless of if they are directed toward linear TV or digital platforms. The hope is that by simplifying the process, it will not only give Adap.tv access to the large TV ad budgets, but might also bring more TV buyers to digital.
Audience Anywhere is part of Adap.tv’s Pathway technology stack, which the company claims processes over 10 billion “multi-screen video advertising opportunities every month.” Adap.tv has already locked in a deal with Magna Global to use Audience Anywhere for measuring ads across TV, tablet, mobile, and the web.