“We also have the capability to extend the offering into the digital universe as well,” says Daft, who is GM, Enterprise Commercial Business Development. “Being able to grow their offering outside of just optimizing on linear TV was also very important from their perspective.”

Univision engages consumers through its portfolio of 17 broadcast, cable and digital networks and partnerships as well as 123 local television and radio stations and a growing portfolio of mobile and video properties, according to a news release about the deal with Amobee.

According to Daft, Univision commands a 60% share of primetime audiences ages 18-49 “and there’s a huge opportunity to reach those audiences more precisely using data and optimization.

“We’ve worked with Univision for the last couple of years. They have a great team of thought leaders over there,” says Daft. “Our platform provides a true end-to-end software solution for their needs and gives them the confidence to bring an advanced advertising solution product to market at scale.”

Because of the scale of linear TV spending, “It’s important to make sure that you include a sophisticated plan from a linear perspective at the top of the marketing funnel, in addition to all of the other channels that you’re going to reach consumers on,” Daft adds.

Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world, reaching more than 675 million mobile subscribers. The company operates across North America, Europe, Middle East, Asia and Australia.