Universal Ads Launches Campaign Management Program
The new program integrates television buying tools into twelve existing digital media platforms for advertisers.
Updated on Oct. 28, 2026 in Advertising
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Universal Ads has launched a new Campaign Management category within its Business Partners Program. This initiative allows advertisers to manage television media buys directly through their existing digital workflow tools.
Why it matters
The program aims to reduce friction for marketers who want to add television to their media plans. It enables teams to plan, activate, and optimize campaigns without switching between multiple platforms.
The program launched with 12 initial partners that have successfully integrated Universal Ads buying tools into their systems. These integrations utilize the Universal Ads Manager, MCP integrations, and the Universal Ads API.
The players
Universal Ads
Universal Ads is an advertising technology provider that manages media buying tools and developer APIs.
The details
Partners including Adlyse, Atrium, Concord, Kochava, Koddi, Olyzon, Orbee, Scale Up, SearchKings, Stellair AI, Topsort, and WorkMagic have embedded TV activation capabilities into their own platforms. This allows for unified management of TV buys alongside existing digital media workflows.
Timeline
Universal Ads launched the Campaign Management category on October 27, 2026.
Market Landscape
This move capitalizes on the growing trend of consolidating fragmented media planning tools into centralized digital ecosystems. By leveraging the Universal Ads Manager API, the company positions itself as a foundational layer for cross-channel advertising operations.
Advertisers and media teams using these 12 platforms will see reduced operational friction when adding television to their broader media strategies. This integration streamlines daily workflows by eliminating the need to switch between separate systems for digital and TV campaign management.
The takeaway
Marketing teams should evaluate whether their existing media platforms are among the 12 new partners to determine if these integrated features are available for their current workflows. Utilizing these centralized tools can potentially save significant time by synchronizing cross-channel campaign management.
Further reading
For additional context on the shift toward integrated marketing technologies, visit the Advertising section.
Source note: This article includes information reported by TV News Check.
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