Powering Smarter CTV Advertising with Adobe Advertising and Eyeota

Introduction

Powering Smarter CTV Advertising with Adobe Advertising and Eyeota

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.

How It Works

1. CTV Identity Resolution

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 Eyeota

Eyeota 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 Channels

Adobe Advertising enables brands to activate these CTV audiences across paid media experiences while measuring the impact of CTV exposure on engagement and conversion.

The Benefits for Brands

CTV Becomes More Addressable

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.

Smarter, Cross‑Channel Measurement

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.

Stronger Audience Strategy Across Verticals

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.

Built for a Privacy‑First Future

This approach does not rely on third‑party cookies and is designed to scale globally, helping brands future‑proof their CTV and audience strategies.

The Impact

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.