For a company that is, itself, increasingly the product of a growing acquisition trail, Amobee may be well within its rights to talk about “convergence”.
And that is exactly the message Domenic Venuto wants to bring to the upcoming Cannes Lions ad festival.
After a couple of years in which Amobee acquired Turn and Videology, its COO says the ad-tech company is all about helping advertisers get a better return across channels.
“What we’re seeing now come into the market is television data, data directly connected to devices, IP enabled hardware that is sending data signals,” Venuto says in this video interview with Beet.TV.
“And then adding that into the programmatic mix to make better decisions and create greater insight, and also improve the optimization routines and doing them in shorter and shorter revision cycle.”
In the last few months, Amobee has been picked as the platform through which UK network ITV distributes its digital ad inventory and through which Univision creates audience data segments in North America.
“Amobee’s goal is to become the leading independent advertising platform for converged media,” Venuto says. “Now, to do that, we need to be able to cover both ends of the spectrum. And on one end is an onmichannel DSP, so being a DSP, a buying platform across multiple channels, whether they be your traditional channels of display, mobile, social, but now we’re also seeing the addition of out-of-home, digital out-of-home, as well as audio, and the last frontier, which is television.”
This video is part of the Beet.TV preview series titled “The Road to Cannes.” The series is sponsored by 4INFO. Please visit this page for additional segments.