Amobee Makes It Easier For Local CTV Advertisers To Buy, Measure Media
Summary
Aleck Schleider, senior vice president of client strategy at Amobee TV, who manages data strategies, explains that the company took the data and made changes to its device graph, allowing it to use IP addresses and more to move audience targeting into connected TV. Schleider said the application complements a broader use of technology for television by taking audiences from linear TV and trying to understand how to reach those who are exposed to certain ads. A digital video buyer would benefit from geolocation data, and data revealing transactions, such as insights around people who buy certain products and shop at specific stores based on very recent purchases. “We know these consumers visit Arby’s a lot,” he said, pointing to transactional and location data. The CTV data marketplace maps individual devices and cookies to anonymized households for connected TV and cross-screen targeting through a massive library of third-party audience segments.
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