Adap.tv has unveiled Audience Anywhere – a set of tools that empower video publishers and advertisers to reach, engage, measure and monetise audiences across linear television, digital, mobile and other connected screens. Audience Anywhere is part of Pathway, Adap.tv’s 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, optimise 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 behaviour and more.

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