Amobee Unveils CTV Allocator, a Dramatic Enhancement to its Linear TV-Informed Planning and Portfolio Optimization Solution, Purpose-Built to Unify Premium Direct and Programmatic Connected TV Audiences
Summary
“Given how Covid-19 has accelerated the shift towards streaming content at home, premium CTV is becoming an even more important element in our video mix,” said Jon Stimmel, Chief Investment Officer at UM. “Being able to optimize planned reach with more granular partner and placement data will not only enable smarter buying but also maximize a client’s media investment. According to a recent broadcaster survey conducted by Ipsos, 48 percent of CTV inventory is sold on an Upfront basis, with the balance transacted through programmatic sell-side platforms. “Advertisers are craving enhanced planning and buying capabilities that enable TV that acts like digital,” says Michael Piner, Senior Vice President of Video and Data Driven Investments at Mediahub. It allows us to activate CTV campaigns quickly and provide nimble optimization opportunities that unlock flexibility for performance based TV that acts more like digital.” In an industry first, it offers support for all deal types—from Upfront and Newfront guaranteed reserved to programmatic private marketplaces (PMPs)—empowering advertisers to prioritize execution to get the greatest possible performance against their target audience from each supply partner at the desired frequency.
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