Adobe announced the launch of Adobe Advertising Cloud at the Adobe Summit 2017. Sling TV took the first steps to make the first use of the latest programmatic advertising from Adobe, bringing premium inventory across on-demand and live programming formats. Adobe had unveiled its Adobe Advertising Cloud within the newly launched Experience Cloud at the recently concluded Adobe Summit.
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In his blog, Keith Eadie, VP of Advertising Revenue and Partnerships at Adobe, mentions –
“Sling TV’s programmatic debut on partner platforms, including Adobe, marks an industry first. Never before have advertisers had access to a distributor’s live linear TV impressions — bid on and delivered in real time.”
By partnering with Adobe Advertising Cloud, Sling TV will serve premium video advertisements, enabling advertisers to target audiences on cross-channel platforms using first and third-party data based on demographics, network and content consumption.
Adam Lowey, general manager for Advanced TV, Digital and Analytics with DISH Media Sales, explains the expected benefits of adding Adobe Advertising Cloud to Sling TV inventory. He says, “Through real-time bidding and delivery, an Adobe client could seize an opportunity to air a live linear ad during must-see events as early as primetime tonight. This type of availability is a total mind-shift in how TV can become part of a dynamic digital ad buy.”
Sling TV, a Dish-owned OTT TV service, will offer a new programmatic advertising platform for advertisers to effectively bid and supply real-time ads based on analytics. By partnering Adobe Advertising Cloud, Sling TV will be directly competing with Live video platforms, including Twitter, Facebook and Snap Inc. for maximum audience engagement.
According to an industry expert, Sling doesn’t partner with a third-party measurement providers but may forge an alliance with Nielsen and/or comScore in the future. This partnership with Adobe Advertising Cloud comes as the hindsight of Dish’s earlier collaboration with Tube Mogul, which is now an Adobe company.