PHOENIX – Converge and you will find convergence seems like an apt metaphor to describe the combination of Amobee and Videology. Easing the way forward is the ability to “make sure that connected TV starts to look like linear,” says Amobee’s John Rogers.
Six months ago, multichannel video demand-side platform Amobee acquired Videology. Now the former describes itself as a video and linear-TV tool to allow advertisers to plan against and deliver campaigns “against really any format that they want to deliver, which could be display, mobile, social. But also into connected TV and linear TV,” the VP of Global Business Development says in this interview with Beet.TV at the IAB Annual Leadership Meeting.
“With Videology, we really get increased focus and driving increased demand through our linear product and driving convergence between linear TV and digital by connected television devices.”
Amobee provides both supply partners like broadcasters and agencies a broadcast platform “to apply data to make their linear plans smarter,” Rogers says. It’s driven by what Rogers calls “the Amobee advanced-TV brain” as linear TV budgets migrate to connected TV.
“The dollars are starting flow as seamlessly as possible right now from one format to another, with data as sort of the underlying feed and baseline.”
As convergence develops, Amobee considers traditional supply-side platforms as very important partners. “What we need to work with them on is making their connected-TV inventory look like linear TV inventory for planning and execution purposes.”
Rogers alludes to a large agency client that uses the company’s linear platform to make its plans efficient against data Amobee provides. “That’s got to be at the show level, there’s daypart considerations, all those different things. Right now in connected TV you sort of see it at the broadcaster level.
“What we need to do is upgrade our integrations with them to make sure that connected TV starts to look like linear to drive that convergence. Not necessarily making digital budgets into connected TV. That’s the convergence that we’re really starting to see.”