UnrulyX Is First Outstream Video SSP To Unify Demand Sources For Publishers

Unified Demand from video ad tech company Unruly increases publisher revenues and provides more control of every source of outstream video demand

LONDON, NEW YORK – September 21, 2016 – For the first time, publishers can unify their global outstream video demand within a single platform.

Unruly’s SSP UnrulyX allows publishers to optimise demand from the company’s programmatic and managed services, publishers’ sales teams, exchanges, DSPs and other SSPs. This ensures every impression is offered to multiple sources in a unified auction, leading to increased number of competing bids, maximum fill and higher CPMs.

Deployed through a single tag solution, UnrulyX Unified Demand aggregates all potential video demand, including support for video-only dynamic VAST and VPAID demand sources.

UnrulyX publishers will also have access to new reporting tools that provide visibility of different demand types accessing their inventory and insight into how each source is performing so they can take action.

Unified Demand puts publishers in control of their advertising, including how they want to package and sell their inventory. By accessing all available demand sources in UnrulyX, publishers will no longer have to work with multiple SSP partners to fill their inventory.

“Publishers are sick of learning the ins and outs of multiple partners and are looking for ways to free up their time. By being able to unify all outstream video demand sources into a single place, publishers can save time while increasing their revenue,” said Kenneth Suh, EVP Global Business Development, Unruly.

UnrulyX also highlights publishers’ inventory through a number of specialised private marketplaces (PMPs), such as High-Performance PMPs, which allow advertisers to optimise their campaigns for metrics like high viewability and high completion rates, and the recently released Emotional PMPs.

Unruly works with premium publishers and provides access to more than a billion monthly viewable outstream video impressions via UnrulyX, from business and news sites such as MarketWatch and The Sun, to sports sites including Goal.com, to lifestyle sites such as Vogue Australia, many of which are exclusive to UnrulyX.

Unruly has an in-house brand safety team who works with trusted partners, including Moat and Integral Ad Science, to verify both viewability levels and human traffic. Unruly is also compliant with TAG’s Quality Assurance Guidelines and JICWEBS’ Social Video Code of Conduct.

About Unruly

Unruly gets videos seen, shared and loved across the open web for brands that want to move people, not just reach people.

By bringing emotional intelligence to digital advertising, we help 91% of Ad Age 100 brands inform and inspire 1.44bn people around the world, using polite outstream formats on sites that people love. UnrulyX, the viewable video SSP, creates better ad experiences for consumers, improved brand outcomes for advertisers and increased revenues for top-flight publishers.

Emotion matters in marketing. Emotion creates values and sets preferences. Inspires action. Drives sales. Unruly has a decade’s data of consumer responses to video and uses that to hone content, model audiences and deploy ad dollars in ways that heighten emotional response and maximise brand impact.

Unruly was founded in 2006 and acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015. With 300 Unrulies across 20 locations worldwide, our super power is emotional intelligence and our secret weapon is passionate people on a mission to #DeliverWow.