By Sahil Patel
Adap.tv is opening access to linear-TV inventory on its programmatic buying platform Audience Path. The idea is that this would allow advertisers to automate the buying of TV ads — Adap.tv’s Marketplace claims to reach more than 90 million US households — with the level of precision that is available in digital ad circles.
But the bigger pitch is that Adap.tv’s offering a programmatic platform that allows buyers to buy inventory across online, mobile, and TV screens through a single platform.
“While television continues to garner the lion’s share of video advertising revenue, advertisers and agencies are thinking and re-architecting their organizations for increasingly cross-screen transactions, driven by the fragmented viewing patterns of consumers,” said Adap.tv president Toby Gabriner in a statement. “The expansion of our programmatic technology platform to include TV is the realization of just that, providing buyers with a single platform to plan, execute, optimize, and report on their investments in video across every screen.”
But now that advertisers have access to TV inventory through Audience Path, the added benefit, Adap.tv says, is that they can use the platform’s first- and third-party data to more efficiently target consumers across screens. The platform is linked up with Nielsen, Rentrak, and other providers to pull in audience, set-top viewing, and other data-sets.
So far, Magna Global, which has had an ongoing partnership with Adap.tv, says it’s been running digital and TV ad campaigns via Audience Path. “The addition of linear TV to this programmatic platform allows us to reach light TV viewers that are difficult to access through traditional TV-buying methods,” said Kristi Argyilan, president of North America at Magna Global, in a statement.