AOL’s Adap.tv Readies “True Household Addressability” for TV Advertisers

By on 03/03/2014 9:03 AM @beet_tv

Today, Adap.tv, the video advertising technology unit of AOL, announced the introduction of a product to power the programmatic buying of linear television ads. The company is debuting the technology with a deep integration with IPG’s Magna Global unit.

Here is a statement from Magna Global President Kristi Argyilan on the new product integration:

“The power of programmatic lies in its ability to break through the online and offline silos that have been created, and still exist, in video, as well as greatly increasing the value of our clients’ investments across all screens in the process. The addition of linear TV to this programmatic platform allows us to reach light TV viewers that are difficult to access through traditional TV-buying methods.  Adap.tv has been squarely focused on this from the beginning; the news today is recognition of the technology and talent they have committed to delivering the absolute best experience and value for marketers and viewers alike, across all video screens, including TV.”

True Addressability is Coming:

Later this year, Adapt.tv will introduce a product that will allow advertisers to to target specific homes, says Dan Ackerman,  Adap.tv’s SVP for Programmatic TV in this video interview with Beet.TV  In the segment, he gives an overview on the current state of TV and programmatic and explains the integration with Magna.

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