Programmatic TV
Programmatic TV advertising uses data-driven, automated bidding to move your television ad buying from the traditional ratings-based approach to using audience data to deliver more personalised and relevant ads to viewers.
Programmatic TV puts viewers first.
Shifting to a programmatic strategy improves customer experiences and builds value for your brand by enabling you to understand audiences better and serve more relevant, consistent ads.
Cross-screen measurement for a unified view.
You can bring search, social, video, display and TV ad campaigns together and report on metrics in a holistic way, allowing you to identify key touchpoints and optimise entire campaigns from a single dashboard.
Unified campaign management.
A single demand-side platform (DSP) gives you comprehensive control in a unified dashboard to plan, buy, measure and manage all your online and TV advertising campaigns.
Data-driven audience targeting.
Deep integrations between your DSP and analytics and data management tools allow you to enrich and activate customer profiles with trusted data from first-, second- and third-party sources.
Improved agility with real-time planning and execution.
Automating the planning and buying process for TV can reduce complexity, lower costs and leverage reliable data seamlessly in one platform.
Putting automation and optimisation in ad campaigns.
Global brands leverage audience data to deliver more relevant ads.
“You can buy specifically where a person is, what products they buy…you can literally go to that level of granularity.”
— Ron Amram,
Senior Marketing Director, Heineken USA
Senior Marketing Director, Heineken USA
“The Adobe Media Optimizer [now Adobe Advertising Cloud] forecasting tool has helped save us time and ensure that we can maximise accuracy. We’ve been able to see a 21% increase in time on site and 11% more clicks.”
— Lindsay Rowntree,
UK Search Director, Starcom Mediavest Group
UK Search Director, Starcom Mediavest Group
Programmatic TV FAQ.
What are the benefits of buying TV inventory through the Adobe Advertising Cloud?
Adobe's ad platform provides you with an automated, data-driven solution to plan, buy and measure TV ads in a single dashboard. You can execute national, local, VOD, addressable and connected TV campaigns while leveraging deeper audience data to reach consumers more efficiently ..
Can I layer on data for more strategic targeting?
Yes. You can plan against any digital first- or third-party audience segment through our extensive data partnerships, including Adobe Audience Manager. And you can target specific households with set-top box data and gain attribution insights via TV manufacturer data.
Is Adobe's programmatic TV solution limited to a single channel?
No. Our software enables advertisers to reach their most valuable TV audiences across linear, addressable, VOD and connected TV environments with reach and frequency control.
Can you help drive incremental reach for my TV buys?
Yes. Our solution identifies networks and dayparts that aren't reached by your base plan for an approach that helps ensure your investment is adding underexposed or unique viewers.
How does your TV solution help us stay ahead of competitors?
Adobe's solution enables you to create strategies and plans that compete directly against or around your competitors. You can plan campaigns across every screen in a holistic way, while having flexibility to shift spend and optimise reach and frequency.
Does Adobe Advertising Cloud have any advantages when it comes to accessing inventory?
You have a market-leading supply across national, local, on-demand and addressable inventory, reaching over 100 million households.