Amobee, a global digital advertising technology company, has announced the launch of a 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 TruOptik, among others – to give advertisers access to more than 60,000 always-on audience segments to create bespoke targeted campaigns for connected TV.
Amobee’s data marketplace helps advertisers overcome these challenges by mapping individual devices and cookies to anonymised 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 utilising 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,” said 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,” added 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.”