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Across industries, from retail and travel to auto to CPG, brands are investing heavily in Connected TV (CTV), yet many struggle to realize its full value. CTV impressions are often difficult to tie back to real audiences, measurement is fragmented across channels, and the decline of third‑party cookies limits brands’ ability to extend CTV exposure into meaningful downstream engagement.
Adobe Advertising recognized that to help brands unlock the next phase of CTV growth, CTV needed to function like a true performance and customer‑journey channel: addressable, measurable, and privacy‑safe.
Across industries, from retail and travel to auto to CPG, brands are investing heavily in Connected TV (CTV), yet many struggle to realize its full value. CTV impressions are often difficult to tie back to real audiences, measurement is fragmented across channels, and the decline of third‑party cookies limits brands’ ability to extend CTV exposure into meaningful downstream engagement.
Adobe Advertising recognized that to help brands unlock the next phase of CTV growth, CTV needed to function like a true performance and customer‑journey channel: addressable, measurable, and privacy‑safe.
The Adobe Advertising DSP integrates privacy‑first Eyeota CTV IDs tied to audiences to transform CTV into a connected, actionable part of the customer experience.
Together, these capabilities enable Adobe Advertising to help brands:
Resolve CTV ad exposure to persistent, consent‑aware identities
Enrich those identities with Eyeota’s high‑quality audience attributes including demographics, interests, intent, purchase signals and more.
Unify CTV exposure with digital, mobile, and web behavior.
The result is a more complete, people‑based understanding of who CTV is reaching and how those audiences behave beyond the TV screen.
Privacy‑safe CTV IDs allow Adobe Advertising to associate CTV impressions with targeted households and individuals in a durable, cookie‑independent way.
2. Audience Definition with EyeotaEyeota provides the audience layer with their CTV IDs based on demographics, interests, intent, and B2B‑relevant signals that can be applied to CTV identities. This enables brands to target and analyze who they are reaching across key verticals.
3. Activation & Measurement Across ChannelsAdobe Advertising enables brands to activate these CTV audiences across paid media experiences while measuring the impact of CTV exposure on engagement and conversion.
Brands can extend CTV‑exposed audiences into other digital channels using Eyeota’s audience intelligence, ensuring media investments continue to drive value beyond the initial impression.
By connecting CTV exposure to enriched audience profiles, brands gain clearer insight into how CTV influences site visits, engagement, and downstream outcomes, alongside other media channels.
Whether the goal is reaching in‑market auto shoppers, frequent travelers or retail buyers, Eyeota data allows Adobe clients to layer meaningful audience context onto CTV reach.
This approach does not rely on third‑party cookies and is designed to scale globally, helping brands future‑proof their CTV and audience strategies.
With Adobe Advertising and Eyeota data working together, brands gain confidence to invest more in CTV, knowing they can understand who they are reaching, extend those audiences across the customer journey, and measure real business outcomes.
Ready to unlock more value from your CTV strategy?
Contact the Data Desk to learn how Eyeota audiences can be activated through the Adobe Advertising DSP to extend reach and deliver stronger business outcomes.
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Audience Data, Digital Advertising, Connected TV
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