Exclusive: Big shakeup in digital TV buying

Adapted from eMarketer; Chart: Axios Visuals

Mediaocean, the 50-year-old TV-buying platform that is used to purchase an estimated 75% of all TV ads in the U.S, is partnering with Adobe's Advertising Cloud to integrate digital ad buying with TV.

Why it matters: Just a fraction of TV ads today are bought digitally, even though the technology is there to serve digital TV ads to more than half of Americans. This is largely because until now, media buyers haven’t had access to the buying infrastructure that would allow them to buy TV ads in a way that could integrate all of the data sets they need to buy the ads digitally.