AOL’s Adap.tv unveils programmatic trading for linear TV with Magna Global as first partner
Adap.tv, part of AOL Networks, has unveiled programmatic trading technology that can run across all screens including linear TV and signed Magna Global as its first campaign partner.
Magna Global, the investment and intelligence unit of IPG Mediabrands, has run digital and TV campaigns using the technology, which runs through Adap.tv’s Audience Path, and is designed to let advertisers use traditional TV demographic targeting while automatically optimising ad spend using customised, more precise audience segments.
The move is aimed at bridging the gap between the trading methods of the traditional, linear TV world and the online digital ad ecosystem.
Magna Global president, North America, Kristi Argyilan, said: “The power of programmatic lies in its ability to break through the online and offline silos that have been created, and still exist, in video, as well as greatly increasing the value of our clients’ investments across all screens in the process.
“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.”
The company has already run digital and TV campaigns through Audience Path and has integrated its proprietary data stack into the platform.
Linear TV campaigns that air within the Adapt.tv marketplace will have the potential to reach more than 90m US TV households across nearly 100 cable networks.
The move means video buyers can now use a single technology platform to activate first- and third-party data and target relevant video ads to viewers across digital, mobile and linear TV environments.
Audience Path for TV combines the best of Nielsen’s panel-based audience measurement, Rentrak’s set-top-box viewing data and consumer purchase behaviour data to target audiences far beyond traditional TV age and gender demographics.
Magna Global has predicted that nearly 70 per cent of IP-delivered video will be transacted programmatically by 2017, with a growing share of mobile and linear TV advertising adopting that method.