Universal Ads connects TV and media buying

The initiative aims to make TV advertising easier to manage alongside search, social and other digital channels without requiring marketers to switch tools.

Universal Ads has expanded its Business Partners Program with a Campaign Management category that lets advertisers activate TV campaigns directly through the media-buying platforms they already use.

The platform’s Campaign Management partners can integrate TV activation into their existing workflows, allowing advertisers to plan, launch, optimize and measure campaigns from a single environment. The offering extends Universal Ads’ existing buying options, which include its own Ads Manager, API and integrations built around the Model Context Protocol (MCP).

Universal Ads Integrates TV Buying Into Media Platforms

Daniel Druger, VP of Product, Universal Ads: "Advertisers should not have to change the way they work in order to add TV to their media plans. With Campaign Management, we are making it possible for TV to show up in the same places marketers already plan, activate, and optimize campaigns. This could start by asking a partner's agent to build a plan across search, social and TV, using retail data to reach a TV audience from the same platform, or turning measurement insights into the next TV campaign without moving into a separate buying workflow."

The launch partners are Adlyse, Atrium, Concord, Kochava, Koddi, Olyzon, Orbee, Scale, SearchKings, Stellair AI, Topsort and WorkMagic. Universal Ads plans to add further partners, building on relationships with companies already working with the platform in areas such as creative services, measurement and mobile measurement.

Campaign Management Partners Extend TV Advertising

The partners represent several areas of media technology, including AI-led buying, creative-led campaign management, measurement solutions, commerce and retail media platforms, and agency tools. Their integrations are designed to help advertisers include TV in broader media plans without introducing separate buying processes.

Joe Connolly, Sales Engineer, Topsort: "Adding Universal Ads gives advertisers on Topsort-powered retail media networks a new offsite channel, so they can extend their campaigns to premium TV and reach shoppers at more points along the purchase journey, without leaving the workflow they already use."

Universal Ads Connects TV Campaigns With Measurement

The partnership with WorkMagic focuses on connecting TV advertising with performance measurement and optimization. Advertisers can use insights from the platform to assess the impact of connected TV (CTV) campaigns and apply those findings to subsequent activity.

Frank Yang, CEO, WorkMagic: "TV has been the white whale for a lot of marketers who know it can perform, it's just difficult to prove. Our integration with Universal Ads not only lets brands understand the true return of their CTV spend, they can either act on those insights directly from our platform, or they can leverage our AI Agents to automatically optimize based on true incremental impact. Today's marketer needs to move faster than ever, and our expanded partnership with UA allows them to do exactly that."

Universal Ads Supports Multiple Campaign Buying Routes

Universal Ads was built to support digital marketers who want to extend campaigns to TV through different buying methods. Advertisers can manage campaigns through Universal Ads Manager, MCP integrations, the Universal Ads API or third-party platforms that have integrated the buying functionality.

The expansion brings TV activation closer to the systems marketers already use for planning and campaign management. By connecting TV buying with existing workflows, Universal Ads aims to reduce operational friction and help advertisers coordinate activity across media channels.

www.universalads.com

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