Tapad Partners with WideOrbit to Target Programmatic TV Buys

Tapad is yet another company that builds device-based ad audiences. They’ve teamed up with WideOrbit, which has several ad management products for media companies. This deal will produce a programmatic TV-buying platform powered by Tapad’s device-level audiences. It’s not clear exactly how this will work (the company didn’t respond immediately to my questions) but it seems that Tapad will use its data to profile the audiences of TV shows, providing more detailed information than otherwise available. The data can drive programmatic purchases of TV ads. This still doesn’t mean TV ads will be targeted at specific individuals.