Universal Ads, which enables brands of any size to create, buy, and measure ads across premium video, launched two new categories in its Business Partners Program: Audience and Mobile Measurement Partners. Klaviyo, LiveRamp, and TransUnion join the platform as inaugural Audience partners, while Adjust, AppsFlyer, Branch, Kochava, and Singular are now directly integrated as Mobile Measurement Partners. Together, the new categories bring the audiences, measurement partners, and workflows performance marketers already rely on digital into premium TV, making it easier and more familiar to use television as a growth channel.

As more performance marketers look to TV to find new customers, fitting it into existing digital workflows can be daunting. Audience activation and mobile measurement have long been handled in the same platforms across search, social, and other channels, while television usually required separate tools, setup, and measurement approaches. Universal Ads is looking to close that gap by bringing trusted Audience and Mobile Measurement Partners directly into its self-serve TV buying platform.

Brands can now bring the first- and third-party customer segments they already use on other channels directly into Universal Ads with privacy in mind via Klaviyo, LiveRamp, and TransUnion.

“At Klaviyo, we believe customer-first growth starts with data — and that putting that data to work should be simple,” said Eddie O’Brien, Senior Vice President of Global Partnerships & Alliances at Klaviyo. “Our partnership with Universal Ads gives the brands we serve a new way to extend the audiences they already know into premium TV; helping them personalize beyond owned channels and leverage customer experiences for smarter growth.”

“LiveRamp helps marketers unlock more value from their data. Our work with Universal Ads makes it easier for brands to bring the audiences and workflows they already trust into premium TV, so they can seamlessly reach the right viewers with more consistency, efficiency, and scale,” said Adam Paul, Executive Director of Media and Sports Alliances at LiveRamp.

Alongside Audience, Universal Ads is launching Mobile Measurement Partners as a category within the Universal Ads Business Partners Program. App advertisers can work with their preferred MMP to extend mobile attribution and measurement workflows across premium TV. Advertisers now have access to mobile measurement across install measurement, post-install event tracking, and campaign analytics, and setup typically requires no additional SDK

By bringing Mobile Measurement Partners into its Business Partners Program, Universal Ads is extending independent measurement tools widely used across search, social, and display into premium TV, making it possible to grow app businesses on the biggest screen in the household.

“The goal all along has been for Universal Ads to make TV advertising feel as easy and familiar as social or search, and that has to include the Audience Management, Mobile Measurement Partners, and optimization signals brands already know, manage, and rely on every day. With partners across Audience and Mobile Measurement marketers can extend what is already working for them in digital into premium TV and grow their businesses on the biggest screen in the house,” said Greg Lieber, Head of Platform Partnerships at Universal Ads.

The new categories build on the Business Partners Program that Universal Ads introduced last year with creative and measurement partners to help brands launch TV campaigns and prove performance. Together, the additions bring more familiar tools for creative, targeting, activation, and measurement into TV, making it easier for advertisers to move from social and digital into premium video without changing the way they already work.

Through Universal Ads, advertisers can share their brands alongside premium content from major publishers and distributors. Universal Ads’ publisher partners include A+E, AMC Networks, Cox Media, DIRECTV, Estrella MediaCo, Fox Corporation, Fuse Media, LG Ad Solutions, NBCUniversal, Paramount, Philo, Roku, Samsung Ads, Scripps, Spectrum Reach, TelevisaUnivision, Telly, Vevo, Vizio, Warner Bros. Discovery, and Xumo.

Contact your Universal Ads representative to see how you take advantage of these new partnerships to activate new campaigns and improve existing ones.

About Universal Ads

Universal Ads enables any brand, of any size, to seamlessly make and buy commercials across premium video, reaching new audiences. Universal Ads combines premium and brand-safe video content directly from major media companies with the ease and familiarity of social ad buying. It is your one-stop shop for high-quality video ads delivering significant scale. Universal Ads is a part of the Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter.

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