Connected TV (CTV) is a powerful performance channel, but advertisers need the right tools to measure success and drive customer acquisition. After all, what good is an exciting CTV ad if you can’t target, optimize, and measure your important audiences? Adobe Advertising has several new CTV updates that will help empower marketers to drive customer acquisition objectives with cost efficiencies in mind.

Amazon Publisher Services (APS) Unified Ad Marketplace integration.

The Adobe Advertising offering just got bigger. Thanks to our upcoming direct integration with Amazon Publisher Services (APS) Unified Ad Marketplace (UAM), our customers will gain direct access to premium supply, including inventory on Fire TV, streamlining access to streaming TV across leading publishers and streaming apps. Advertisers can optimize performance with this broader access and gain additional support in their supply path optimization efforts. This integration further expands Adobe Advertising's commitment to providing transparent, open, and comprehensive programmatic inventory, enhancing the strength of our performance CTV offering.

Path to conversion.

CTV can have a massive influence on other channels, but advertisers have traditionally struggled to consistently measure those halo effects. Plus, based on our research with a third-party firm, 75% of advertisers said they need flexible attribution and reporting capabilities in their paid media tools. With our new path-to-conversion reporting, the days of struggling to measure attribution are gone. These reports let advertisers easily measure and optimize toward paid media touchpoints that lead to more online conversions. In fact, advertisers have three separate customizable reports to choose from:

• Path to conversion: A report to help optimize budgets and personalize ads based on top-performing interactions and sequences
• Path length: A report to easily manage frequency based on audience interaction points and amount of time before a conversion occurs
• Time to conversion: A report to determine the optimal look-back window and identify new opportunities for retargeting

Additionally, with our multitouch attribution models, advertisers can feel confident they are seeing the full influence of CTV on other channels.

Performance insights.

Performance metrics are invaluable, but it can be hard to figure out the best way to share complex data. Let Adobe Advertising do the visualization for you with our new performance insights dashboard. This self-serve tool simplifies the interpretation of reporting data to help advertisers quickly share executive-level insights about their campaign success. The performance insights dashboard also connects fragmented report data across DSP and paid search activity, making it easy to unify cross-channel performance. This tool will ultimately help advertisers track long-term trends and inform strategic planning with real-time insights across frequency, household reach and conversions, and path-to-conversion activity.

Content and audience signals.

CTV is a digital channel, so it requires granular targeting options. Moreover, our research with a third-party firm also found that nearly three out of five advertisers say content-based targeting and reporting are key for CTV considerations. For those reasons, we are continuing to expand targeting and optimization capabilities with additional content signals. Last year, we rolled out the ability to target and optimize based on ad position, ad duration, and pod sequence. This year, advertisers will be able to include additional content signals, such as genre. We’ll also be updating our device graph integrations to help advertisers extend their audiences and reach even more new customers.

Key takeaways.

• With the Amazon Unified Ad Marketplace integration, advertisers will have direct access to premium supply, including inventory on Fire TV.
• Advertisers can easily see the effects of CTV on other channels with our customizable path-to-conversion, path-length, and time-to-conversion reports.
• Simplify and quickly share executive insights of your CTV data with the DSP’s new performance insights dashboard.
• Dive even deeper into targeting and optimization with genre-level targeting and expanded device graphs.

Hear more about all the ways Adobe Advertising can help advertisers drive their customer acquisition needs with CTV at our Adobe Summit session.

Phil Cowlishaw is the managing director of Adobe Advertising at Adobe. Phil has always focused on maximizing the impact of his clients’ media investments. From persuading Pizza Hut to bid on the keyword “pizza” to developing tools that help brands plan, buy, and optimize online video, he has been instrumental in advancing digital advertising. Today, he continues this mission by driving scalable performance through the Adobe Advertising platform. As managing director, based in Sydney, Australia, he leads global revenue and customer success for Adobe Advertising, a centralized platform for managing paid media across multiple channels. He joined Adobe via its acquisition of TubeMogul, where he was vice president of strategy in San Francisco. Previously, Phil led digital strategy at EssenceMediaCom in Sydney for brands like Commonwealth Bank, Coca-Cola, and Subway. Earlier, in London, he helped grow brands such as LOVEFiLM (AMAZON), British Airport Authority, and Pizza Hut Home Delivery — where they sold plenty of pizza.