Adobe Creates Advertising Cloud for Programmatic TV Buying

Adobe Advertising Cloud TV enables use of first-party data to target linear TV ads
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Adobe, which acquired TubeMogul late last year, is stepping up its programmatic television game.

The company is introducing Adobe Advertising Cloud TV, which adds new capabilities to the TubeMogul platform, and expects it to accelerate the adoption of data-based automated TV buying, including linear TV, addressable TV, connected TV, VOD and over-the-top TV.

RELATED: Tube Mogul Sold To Adobe for $540M

Adobe says its programmatic platform works with more broadcast and cable networks than any of its competitors and offers clients access to linear and on-demand inventory from NBCUniversal, Univision, A+E Networks and Discovery Communications.

Adobe already hosted and analyzed many marketers’ first-party consumer data, and Adobe Advertising Cloud TV will enable advertisers to use that first-party data to better target linear TV ads.

The new product will also have the ability to draw on audiences that have already shown interest in a brand through online searches and can utilize additional databases from pay-TV providers, MRI and TV makers.

Read more at B&C.