Universal Ads brings digital tools to premium TV

The integrations are intended to simplify the use of premium TV as a performance marketing channel.

Universal Ads has expanded its Business Partners Program with two partner categories designed to help advertisers use existing digital marketing workflows in premium TV campaigns. The additions introduce Audience and Mobile Measurement Partners, enabling brands to apply familiar targeting and measurement tools when buying television advertising.

The company has named Klaviyo, LiveRamp and TransUnion as its inaugural Audience Partners, while Adjust, AppsFlyer, Branch, Kochava and Singular have joined as Mobile Measurement Partners. Universal Ads said the integrations are intended to simplify the use of premium TV as a performance marketing channel.

Audience activation moves into premium TV

The platform now enables advertisers to activate first- and third-party audience segments already used across other digital channels through integrations with Klaviyo, LiveRamp and TransUnion, with privacy considerations built into the process.

Eddie O'Brien, Senior Vice President of Global Partnerships & Alliances, Klaviyo: "At Klaviyo, we believe customer-first growth starts with data — and that putting that data to work should be simple. Our partnership with Universal Ads gives the brands we serve a new way to extend the audiences they already know into premium TV; helping them personalize beyond owned channels and leverage customer experiences for smarter growth."

Adam Paul, Executive Director of Media and Sports Alliances, LiveRamp: "LiveRamp helps marketers unlock more value from their data. Our work with Universal Ads makes it easier for brands to bring the audiences and workflows they already trust into premium TV, so they can seamlessly reach the right viewers with more consistency, efficiency, and scale."

Mobile measurement expands for app advertisers

Universal Ads has also introduced Mobile Measurement Partners as part of the programme. App advertisers can use their preferred mobile measurement provider to extend attribution and campaign measurement across premium TV.

The integrations support app install measurement, post-install event tracking and campaign analytics. According to Universal Ads, implementation typically requires no additional software development kit.

Programme builds on earlier partnerships

Greg Lieber, Head of Platform Partnerships, Universal Ads: "The goal all along has been for Universal Ads to make TV advertising feel as easy and familiar as social or search, and that has to include the Audience Management, Mobile Measurement Partners, and optimization signals brands already know, manage, and rely on every day. With partners across Audience and Mobile Measurement marketers can extend what is already working for them in digital into premium TV and grow their businesses on the biggest screen in the house."

The new categories build on the Business Partners Program introduced last year, which initially focused on creative and measurement partners. Universal Ads said the expanded programme brings familiar tools for creative, targeting, activation and measurement into premium TV, allowing advertisers to adopt television advertising without changing established digital marketing workflows.

Universal Ads works with a range of premium content publishers and distributors, including A+E, AMC Networks, Cox Media, DIRECTV, Estrella MediaCo, Fox Corporation, Fuse Media, LG Ad Solutions, NBCUniversal, Paramount, Philo, Roku, Samsung Ads, Scripps, Spectrum Reach, TelevisaUnivision, Telly, Vevo, Vizio, Warner Bros. Discovery and Xumo.

www.universalads.com

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