Adap.tv Adds TV To Multiscreen Mix

‘Audience Everywhere’ Platform Touches TV As Well As Mobile and Connected Video Platforms
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Adap.tv on Monday launched Audience Everywhere, a set of tools designed to help video publishers and advertisers reach linear TV as well as digital, mobile and other types of connected screens.

Audience Anywhere is a component of Adap.tv’s Pathway, a platform that processes more than 10 billion multiscreen advertising opportunities each month, the company said.

In addition to an expansion that includes linear TV, Audience Anywhere will also extend mobile device support via updated software development kits for iOS, Android and HTML5, the company said.

“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, in a statement. “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

As part of a strategy to create a “unified” management platform and video stack for advertisers and publishers, AOL recently acquired Adap.tv for $405 million, a figure comprised of $322 million in cash and $83 million in AOL common stock.

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