Like many agency television buyers, Todd Gordon spent a lot of time on the telephone buying inventory for clients that they didn\u2019t necessarily want but that came in packages. \u201cIf you wanted to buy prime, you quite often also got late night and daytime,\u201d says the Director of Programmatic TV for Adobe.<\/p>\n
\u201cWhat\u2019s remarkable about what NBC is doing in partnership with us is they\u2019re literally letting you buy what you want,\u201d Gordon adds in this interview with Beet.TV. \u201cIf you only want late night on Bravo, you can buy that. And that\u2019s never been enabled before in TV.\u201d<\/p>\n
Gordon, whose background includes stints at Lowe, Mediacom, Initiative and Magna Global, was referring to the recent integration<\/a> of Adobe Advertising Cloud TV and NBCUniversal\u2019s entire portfolio of broadcast and cable television.<\/p>\n The concept behind the integration is that data about TV viewers \u201cis just data if it doesn\u2019t have inventory to decision against,\u201d says Gordon, who left Magna for TubeMogul in 2015 before its acquisition by Adobe, as Advertising Age reports<\/a>. \u201cThe more accurate depiction of the inventory that\u2019s out there that\u2019s loaded into the tool, the better plan that is going to be built.\u201d<\/p>\n While it\u2019s not programmatic in the sense of real-time bidding for inventory, \u201cwe are taking major steps forward to make the process a lot more automated.\u201d<\/p>\n Using a host of data, \u201cWe can identify very specific things, visitors to your site that took a particular action. We can match that to TV viewership and tell you how a very narrow audience behaves in TV,\u201d Gordon explains.<\/p>\n Buyers using Adobe\u2019s platform \u201cget a live look\u201d into all inventory on NBC\u2019s networks and can propose a purchase order for what best matches their clients\u2019 TV audience targets.<\/p>\n Until now, buyers worked with \u201ca ranker in one hand and a phone in the other. You bought big portfolios of inventory across multiple networks. You bought broad rotations.\u201d<\/p>\n