The platform will allow Univision advertisers to plan and transact against custom strategic target audiences with a data-optimised linear television offering, the companies said.

“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.”

Advanced linear television optimisation brings more precision to the buying process, allowing targeting beyond age and gender as well as greater automation in the buying and selling workflow. By layering first- and third-party data over television viewing data, media buyers and sellers can understand more about reaching their best consumers, most efficiently across Univision’s linear properties.

“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.”