Adobe Launches Advertising Platform Targeted to All Versions of TV Viewing

Adobe launched a cloud-based TV advertising solution Monday that covers all versions of TV: live linear, addressable, connected, VOD and over the top, it said in a Monday announcement. The platform, said to reach 95 percent of U.S. households, builds on Programmatic TV from TubeMogul, which Adobe recently acquired. TV ads aren’t having the impact they once did, said Adobe, citing research saying only 26 percent of Americans believe TV ads they see are relevant to them. The new ad cloud capabilities integrate with Adobe Analytics Cloud, enabling brands to use first first-party audience data to better target linear TV ads, it said. Marketers can plan and buy TV ads against audiences that already have demonstrated intent through online searches, and additional datasets from pay-TV providers, MRI and TV manufacturers boost marketers’ ability to plan, target, buy and measure discrete audiences, it said. Adobe Advertising Cloud TV enables brands to better target audiences “regardless of which device a viewer happens to be watching on,” said Brett Wilson, general manager, Adobe Advertising Cloud.