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Amobeehas partnered with iD Social to give advertisers new opportunities to add new audience targeting insights and ad efficiencies within paid social campaigns.

With the rapid changes across social platforms, including reduced ability to understand audience interest and in-market signals due to Apples new App Transparency Tracking protocol, brands are turning to big data and social experts to navigate the changing landscape.

Amobees partnership with the full-service social marketing agency will allow advertisers to build and activate unified audience pools from second-party and third-party data sources, as well as measure and optimise campaigns across all advertising channels.

Adam Hunt, senior director, business development and partnerships at Amobee, said: As Amobee continues to focus on total TV, were also mindful of strengthening our capabilities across programmatic and the wider advertising ecosystem, including social.

Social media plays a critical role in most brands advertising strategies today and iD Socials core expertise will allow us to extend our social offering and provide clients with true cross-platform buying and measurement capabilities.

Amobee aims to redefine how advertisers plan and activate cross-screen campaigns with continuous innovations and data integrations. With over 150 data partners globally, Amobee offers one of the broadest and most comprehensive selection of audiences available.

Ian Laurie, managing director at iD Social, said: iD Socials rule of thumb is to set up the algorithm to find the right people for advertisers, and that is still the case. However, we love testing to find efficiencies and the more things we have to test with, the better.

Amobees scalable audience extension and exclusion capabilities made them a natural partner for iD Social. A unified audience that helps optimise advertising results within social, is more important now than it has ever been, Laurie added.

Amobee provides clients with solutions that drive results in any format, across any screen, to optimise reach acrossdesired audiences and deliver desired business outcomes that are focused on the customer experience.

The advertising technology leader unifies TV and digital to provide advertisers with advanced data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data.

Amobee also empowers mediacompanies with sophisticated audience-based planning technology that helps them efficiently meet marketers goalswhile managing the business challenges and technical complexities of the converging world.

VOZ shows Total TV reached 19.255m Australians. 55% of the population viewed exclusively on linear TV, 5% viewed exclusively on BVOD and 13% viewed on a combination of both linear TV and BVOD in week 20. Click for more

Original post:
Amobee partners with iD Social to offer insights and ad efficiencies in paid social campaigns - Mediaweek