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Adap.tv Adds Programmatic Buying for Linear TV

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Giving advertisers a way to purchase ads for both television and online video at one time, advertising company Adap.tv announced today that it is adding linear TV to Audience Path, its programmatic buying platform. The result lets buyers use a single platform to plan, execute, optimize, and report on their video advertising investments across screens, notes Dan Ackerman, Adap.tv's senior vice president of programmatic TV.

Programmatic buying lets advertisers use data and automation to place optimal ad buys, and Adap.tv says Audience Path will ensure ads are seen by more relevant viewers. Buyers can optimize campaigns to reach specific age and gender demographics. With Adpat.tv's marketplace, linear TV campaigns can potentially reach over 90 million U.S. households, the company says.

Prior to launch, Magna Global integrated its own proprietary data with Audience Path and executed targeted TV and digital ad buys. "The addition of linear TV to this programmatic platform allows us to reach light TV viewers that are difficult to access through traditional TV-buying methods,” says Kristi Argyilan, president for North America of Magna Global.

Nearly 70 percent of all streamed video ads will be sold programmatically by 2017, estimates Magna Global.

AOL acquired Adap.tv for $405 million in the third quarter of 2013.

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