• by Tyler Loechner  @mp_tyler, March 25, 2015

Mobile ad firm Amobee on Tuesday announced a partnership that will see SonoTrend’s TV data technology integrated into the Amobee Exchange. The partnership will allow Amobee Exchange marketers to buy and sell mobile inventory “based on real-time and historical TV consumption data,” per a release.

“The average person still watches several hours of live television per day and the data from their viewing habits is invaluable,” stated Shay Roberts, founder and CEO of SonoTrend.

SonoTrend's data comes from multiple sources, Roberts explained to Real-Time Daily, including data that comes directly from publishers via SonoTrend's SDK. This data includes program being viewed, network, time, genre and more. SonoTrend also has partnerships with third-party data suppliers to gather location and demographic data, among other data points.  The data comes from both linear TV and digital video viewership, according to Roberts.

The bridge between TV viewership and mobile advertising is one marketers are in the process of building. For example, Xaxis launched “Xaxis Sync” last year to sync mobile ads with broadcast TV and has since rolled the technology out in several markets worldwide. 

For those that don’t have direct access to TV data, social platforms such as Twitter may hold the key.

A recent Nielsen Neuro lab study found that tweets about live airing of prime-time broadcast and cable TV shows correlate strongly with brain activity, including emotions, memory and attention. The findings suggest social media behavior can be used as a beacon for general TV audience engagement.