Breaking News: Big shakeup in digital TV buying
As first reported by Axios, Mediaocean announced a partnership with Adobe's Marketing Cloud to integrate digital ad buying with TV. Adobe's Marketing Cloud is an independent media buying tool that represents over $3 billion in ad spending. Adobe is licensing Spectra, Mediaocean’s traditional buying software, to integrate digital ad buying with TV, giving Adobe clients the ability to buy and sell video ads seamlessly through Adobe’s traditional and digital solutions.
This partnership represents the first time an independent marketing stack company has partnered to use Mediaocean to manage the full television buying process.