Universal Ads Launches TV's First API Partner Program to Revolutionize TV Advertising with Curated Creative and Measurement Solutions
As Universal Ads builds its role as a single access point to a wide range of premium TV publishers, the Business Partners Program gives brands access to high-impact creative and measurement partners. The program is designed to give third-party developers, and future platform partners the ability to work with Universal Ads advertisers on solutions that are tailored to drive success across premium video. This program will allow advertisers of all skills and sizes to move as quickly as they can with social media advertising, while also reaching audiences at scale, on TV — the biggest screen in the room.
For instance, if a brand is ready to start their TV advertising journey but creating a commercial is stalling them, they will be able to leverage the creative capabilities from partners like Canva and Waymark and others to easily and swiftly build and test TV-ready commercials or modify existing creative to reach new audiences.
'Canva's creative capabilities will make it easier for Universal Ads advertisers to produce on-brand content that captivates audiences and scales effortlessly across channels,' says Anwar Haneef, GM and Head of Ecosystem at Canva. 'Our shared goal is to help brands break through on TV and beyond with seamless, high-impact creative. We're excited to help brands show up with confidence — across the TV landscape and every platform where their audiences are.'
Then, once a company has their creative running across the premium video inventory available on Universal Ads, they can access measurement solutions to prove the significant business outcomes their campaigns are driving. With insights into brand lift, incrementality, conversions, and sales available through trusted partners like Haus or INCRMNTAL, Universal Ads is demonstrating how TV ads can impact a business's bottom line.
"Haus was founded with a clear mission: to democratize access to world-class causal inference tools," says Olivia Kory, Haus Chief Strategy Officer. "Our partnership with Universal Ads reflects that mission — they're making TV advertising more accessible than ever, and together, we're demonstrating how experimentation can power better decisions across premium video. With incrementality testing, advertisers can get a clear sense of exactly what's driving the business on view-based channels and beyond."
'We've repeatedly said Universal Ads is about making TV advertising as easy as social media advertising,' said Greg Lieber, Head of Product Partnerships at Universal Ads. 'In order to do so, we are giving brands, including those that are emerging and/or new to TV, access to what they need to succeed across the Universal Ads platform. From premium content at scale to now an ecosystem of best-in-class, curated solutions, advertisers can easily build and execute the most informed and impactful ad campaigns.'
At launch, the Universal Ads Business Partners Program includes creative and measurement partners, and it will expand to include more categories. Currently, Universal Ads includes programming from more than 15 major publishers including A+E, AMC Networks, DIRECTV, Estrella MediaCo, Fox Corporation, Fuse Media, LG Ad Solutions, NBCUniversal, Paramount, Roku, Scripps, Spectrum Reach, TelevisaUnivision, Vizio, Warner Bros. Discovery, and Xumo, with more to come.
In addition to the Business Partners Program, Universal Ads has rolled out a variety of initiatives and partnerships to support its mission of making TV advertising as easy as social media advertising. In May, Universal Ads launched the $5 million-dollar Incrementality Fund to help online merchants grow their businesses through TV advertising. Universal Ads also partnered with Ramp, a financial operations platform designed to save businesses time and money, to offer TV advertising access to Ramp's 30,000+ customers through the Universal Ads platform.
To learn more about the Universal Ads Business Partners Program please go to UniversalAds.com/partners.
About Universal Ads
Universal Ads enables any brand, of any size, to seamlessly make and buy commercials across premium video reaching new qualified audiences at scale. Universal Ads combines premium and brand-safe video content directly from the most influential media companies with the ease and familiarity of social ad buying. It is your one-stop shop for high-quality video ads delivering unmatched 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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