Adap.TV Extends Audience Path Programmatic Buying to Linear TV

Adap.TV just released its new service, an interesting and unavoidable extension to the existing Audience Path: programmatic buying for linear TV, creating the digital-to-TV space.

“TV is still a dominant medium for video and continues to attract the largest pool of ad dollars today, but fragmentation of audiences is driving the need for TV and digital to be more simply transacted in tandem,” Adap.TV chief executive Amir Ashkenazi tells ClickZ, explaining the rationale behind the extension to programmatic TV buying.

Although the company would not disclose projected revenues from Audience Path for TV, it is clear that it already has huge potential and has been thoroughly test-driven for “more than six months” by its client Magna Global, the strategic global media unit of IPG Mediabrands.

The platform will be crunching data obtained through its partnerships with Nielsen (for traditional age and gender demographics) and Rentrak (for behavioral data). It will give buyers “the ability to transact against traditional age/sex demographics, while also being able to optimize how their ad dollars are spent based on specific audiences and segments they want to reach, for example reaching 18-35 male TV viewers, but also those who like mixed martial arts or a particular type of alcohol,” Ashkenazi notes.

The Adap.TV Marketplace has TV inventory with a potential reach to more than 90 million U.S. TV households across nearly 100 cable networks.

Adding to that, Rentrak this morning just announced a deal with CBS. The agreement will allow for Rentrak to extend its reach to seven CBS owned and operated TV stations in Dallas, Miami, Minneapolis, and Pittsburgh.