Digital advertising technology company Amobee announced an agreement with Univision Communications to be the linear television optimization platform of record, allowing advertisers to plan and transact against their custom strategic target audiences or proprietary first party data. The partnership will allow Univision to provide a data-optimized linear television offering that applies the same principles of granular audience targeting and campaign measurement as digital, allowing advertisers to better understand their audience reach across multiple networks. The Amobee platform sets the foundation to support Univision across linear, digital and social channels and enables the multi-platform media company to efficiently and effectively work with an increasingly diverse group of advertisers looking for innovative solutions as consumers rapidly evolve how they engage with content.

“Bringing data to the top of the marketing funnel provides better targeting and addressability to television investments, with overall television advertising spending slated to surpass $200 billion by 2020,” said Kim Perell, CEO of Amobee. “With this next-generation solution, Univision is helping advertisers better reach consumers across an increasingly fragmented media landscape by applying the power of programmatic advertising to linear television.”

“We know our audience better than any media company knows its audience and, as a result, we have a tremendous opportunity to support marketers every step of the way to finding growth,” said Steve Mandala, President of Advertising Sales and Marketing at Univision. “Our relationship with Amobee enhances our ability to create end-to-end solutions for clients who are seeking advanced data solutions and precision targeting against this valuable consumer segment.”