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Stay ahead of the curve and at the forefront of ad tech with the Unruly blog, covering stories from across the Unrulyverse and beyond!

  • A Look at Content-Level Targeting: The Next Generation Of Contextual Advertising

    A Q&A with Product Marketing Manager, Vanessa Nguyen As TV viewing habits and ad spend continue to shift and migrate — with as many as 60 percent of marketers (in the U.S. alone) planning to move ad dollars from linear to advanced TV this year* — the importance of strong and relevant contextual advertising has become increasingly meaningful. Too often, though, content-level attributes aren’t passed on from publishers in the advanced TV space — costing them valuable revenue streams, limiting marketing opportunities for buyers, and serving less personalized advertising to consumers. But with the advent of standardized content-level targeting — an offering Unruly is thrilled to have pioneered and integrated into parent company Tremor International’s end-to-end technology platform — the game is changing. So, what exactly is content-level

  • Chief Revenue Officer Steve Sottile looks to the future of TV and OTT advertising, and how the introduction of VIDAA’s ACR data into our platform will benefit advertisers and publishers

    Today, Tremor International announced it has signed a deal with VIDAA, a smart TV operating system and content platform. VIDAA is preinstalled on most TVs manufactured by Hisense, considered one of the top TV manufacturers in the world, and also integrated into a number of premium original equipment manufacturers (OEM) including Toshiba. Through the deal Tremor International’s technology platform, including the Unruly SSP, will gain exclusive access to VIDAA’s automatic content recognition (ACR) data, both in the US and internationally. I sat down with Steve Sottile, Unruly’s Chief Revenue Officer, to find out what this exclusive deal means for Unruly’s advertising and publishing partners. What exactly is ACR data and why is it important? ACR (Automatic Content Recognition) data identifies the content and ads that are being watched

  • The CTV Opportunity: Stop Talking Reach and Start Talking Creative

    The exponential increase in CTV adoption across the globe represents a new and unique opportunity for marketers and brands. 8 in 10 people have CTV access in Australia, and 7 in 10 in Indonesia. In Singapore, 87% of the population has access to CTV, with 42% owning more than three devices.  As creative remains a key element in driving advertising success, how can marketers harness the content capabilities and creative formats that CTV can offer?   This important question and other interesting trends were discussed at “The CTV opportunity: Stop talking reach and start talking creative” panel discussion, aired on 15 October 2021 as part of The Drum Digital Summit 2021. Topics included the driving forces of CTV adoption, opportunities and challenges in developing creative for CTV, personalisation in

  • How to win in today’s highly competitive attention economy

    By the end of 2020, 94% of UK homes had internet access. Individuals spent nearly 5 hours online every single day: three hours and 37 minutes on smartphones, tablets or computers, and another one hour 21 minutes watching video streaming content. People tuned into their Connected TVs more than ever before. When multiple devices compete for consumer attention at any given time, how can online publishers captivate their audiences? For online publishers, this level of Internet engagement represents a huge opportunity to drive revenue through subscriptions and, of course, advertising. However, with so much choice, one bad experience can quickly lose a potential consumer. Given these circumstances, one thing is clear: attention cannot be bought; attention must be earned. Great content alone is no longer enough to engage users, publishers need

  • Unruly at The Drum Digital Summit 2021

    The CTV era is upon us and there has been a massive paradigm shift in the way content is consumed. Brands are quickly learning that their approach to digital advertising needs to evolve to match the high-quality, personalised content flowing through millions of homes each day.  It is no secret that creative is a key element for the success of advertising campaigns, and with the rise of CTV, this is more important than ever. How can marketers make use of new content capabilities and creative formats that CTV can offer? How and why should brands place creative at the centre of advertising direction and focus on amplifying viewer-brand connection? “The CTV opportunity: Stop talking reach and start talking creative” is scheduled to air on Friday 15 October 2021

  • Why PMPs are becoming the preferred programmatic trading model

    Private marketplaces (PMPs) are exclusive premium inventory packages that are made available directly to select buyers, programmatically. Advertisers are increasingly directing budgets into them with spend on PMPs set to outstrip open exchanges for the first time in 2021, according to a report by eMarketer.   This week Unruly’s VP Business Development EMEA Reza Amiri-Garroussi joined a roundtable discussion on the evolution of PMPs and how publishers can maximize their value at the AOP’s Publishing Tech Talk.   Here are the key things he identified that publishers need to know to be able to benefit from PMPs.   Control premium inventory  Private marketplaces provide overall greater control over the terms, packaging, and pricing of premium inventory. This process of customizing inventory to the advertiser allows publishers to set

  • Key Considerations for Publishers to Make the Most of CTV Ads

    Connected TV (CTV) is fast becoming the way most people watch TV. With TV consumption soaring during the pandemic, The Trade Desk reported in a recent survey that streaming consumption now accounts for 68% of TV viewing versus 28% for traditional TV viewing in the US. With this level of adoption, publishers need to be making the most of CTV advertising offerings. At the recent Digiday Publishing Summit in Miami, John Rogers, Vice President, Business Development at Unruly sat down with Reed Barker, Head of Advertising at Philo to discuss the CTV landscape and its future.  As a virtual Multiple Video Programming Distributor (MVPD), Philo offers both linear programming and video on demand (VOD) through their CTV offering, making Reed uniquely positioned to examine the industry.   Programmatic

  • Listen In: How Brands, Agencies, Publishers, and Tech Partners Can Use SPO/DPO to Meet the Ever-Increasing Pressure to Deliver Value

    To unlock the full potential of programmatic advertising, marketers are embracing supply-path optimization (SPO) and demand-path optimization (DPO) to identify partners that deliver true value. For brands, agencies, publishers, and tech companies this is an exciting opportunity to grow their most effective partnerships and optimize supply and demand paths for maximum results. In this session, you will hear industry experts’ thoughts and advice about how to make SPO and DPO work for you. This recording is taken from the Brand Safety Summit North America which took place on 18th May 2021. The panel was moderated by Anthony Viglietti, President and CFO, at The Skimm and the speakers were Kenneth Suh, Chief Strategy Officer at Unruly, Lisa Arnold, Senior Director, Programmatic Strategy, at Dentsu Programmatic, and Vinny Rinaldi, Head of Investment &

  • Top Tips for Success on Amazon’s Prime Day – and Beyond!

    Amazon’s Prime Day is one of the biggest retail spending days of the year and this year runs from 7am GMT on June 21 to midnight on June 22. According to Amazon and SimilarWeb, globally Prime Day 2020 was a record-breaking event with an increase in sales of nearly 60% compared to 2019. To help you get the most from Prime Day 2021, our VP of Insights and Solutions, Becky Waring, has put together her top tips, read on to discover more.   Experiment with different creatives It goes without saying that ad creatives need to clearly highlight discounts, but there are other tactics to consider and test for maximum effect. Include your Amazon product ratings and reviews in your copy to highlight the quality of your products