Unruly and The Ozone Project unite to drive adoption of video header bidding
Unruly and The Ozone Project have today announced a partnership that will allow demand partners of UnrulyX to buy outstream placements via header bidding supported by The Ozone Project’s server-side wrapper.
Nearly 80% of the internet’s top 1000 sites that sell programmatic ads in 2019 support display header bidding. However, its deployment in the video space has been held back due to outstream video complexities, such as player type. Despite these challenges, Unruly has seen +432% YoY growth in header bidding.
Unruly works with many of the world’s leading publishers, reaching 1.2bn with 82% of views delivered on ComScore 1000 sites. It has historically surfaced impressions into its ad exchange UnrulyX, using a tag-on-page approach for their outstream placements.
Unruly’s collaboration with The Ozone Project avoids the historic complexity of delivering outstream video through header bidding and provides an effective, transparent and compliant solution for publishers.
Paul Gubbins, Global Programmatic Strategy Lead, Unruly, said:
“We have seen first-hand how unified auctions have delivered increased yield and control to premium publishers when selling their display formats via header bidding.
Video, when sold through header bidding will work even harder for publishers due to the increasing liquidity shortage when it comes to premium and non-UGC video supply. We’re looking forward to helping publishers continue to surface the true value of their video placements to the buy-side via our header bidding partnerships moving forward“.
Danny Spears, Commercial & Operations Director of The Ozone Project, commented:
“The Ozone Project is delighted to be working with Unruly to support premium publishers in their pursuit of increased control, transparency and growth. As we saw with the introduction of header-bidding to display, header-bidding for outstream promises to empower premium publishers to create value through choice and connectivity to demand”.