Amobee was the first advertising technology video platform to integrate with Tru Optik about two years ago. Addressable targeting across connected TV and a single opt-out across all devices were two motivating factors, according to Amobee\u2019s Aleck Schleider.<\/p>\n

\u201cWe saw early on the continued growth of connected TV and OTT supply and obviously it continues to increase dramatically,\u201d the SVP of Data & Client Strategy says in this Beet.TV interview at the recent Tru Optik InFronts event<\/a> in Manhattan.<\/p>\n

\u201cBut the need to think about that supply in an addressable format really wasn\u2019t available until Tru Optik came to marketplace bringing data assets and appending attributes to an IP address.\u201d<\/p>\n

Amobee\u2019s integration with Tru Optik<\/a> included the ability to do addressable targeting across connected TV but also support opt out, \u201cwhich was a key factor around privacy and the needs for us to support a single opt out across all video devices.<\/p>\n

\u201cIt wasn\u2019t until our integration with TO that we really were able to start powering addressable powering across OTT and connected TV supply. It\u2019s very much needed,\u201d Schleider<\/a> says.<\/p>\n

One result was an increase of brands wanting to access that supply. Some weren\u2019t going in that direction because in the digital world brands were used to being addressable on digital video and on mobile video and display.<\/p>\n

\u201cAnd so they really didn\u2019t think about connected TV, OTT as an option until the addressable aspects really started growing and the ability to target against that supply became more available.\u201d<\/p>\n

As soon as that addressable targeting became available, \u201cwe found more brands adopting those channels because they could frequently cap and they use first- and third-party data to reach audiences on the big screen in an addressable format,\u201d Schleider says.<\/p>\n

Because of limited addressable linear TV across MVPD\u2019s, \u201cconnected TV really filled a gap in the addressable linear side because of the IP-based capabilities that Tru Optik helped bring to marketplace.\u201d<\/p>\n

Meanwhile, Amobee has been quite active overseas. A week ago ITV, the UK\u2019s biggest commercial broadcaster, announced an exclusive UK and Ireland licensing agreement with Amobee for end-to-end programmatic buying and selling of premium video inventory on the ITV Hub. According to a news release<\/a>, it will enable ITV to launch a new, fully programmatic, premium advanced advertising platform giving advertisers complete control over the purchasing of their campaigns across ITV\u2019s premium VOD service, the ITV Hub.<\/p>\n

This video is part of Beet.TV\u2019s coverage of the Tru Optik InFronts 2019<\/a>, NYC. The series is sponsored by Tru Optik. For additional videos, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Amobee was the first advertising technology video platform to integrate with Tru Optik about two years ago. Addressable targeting across connected TV and a single opt-out across all devices were two motivating factors, according to Amobee\u2019s Aleck Schleider. \u201cWe saw early on the continued growth of connected TV and OTT supply and obviously it continues […]<\/p>\n","protected":false},"author":17,"featured_media":59909,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7928],"tags":[3201,7448,7936,7941],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59907"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59907"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59907\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59909"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59907"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59907"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}