NEW YORK, LONDON, SINGAPORE — November 9, 2020 — Video advertising platform Unruly today announced a global partnership with Publica that gives connected TV (CTV) and over-the-top (OTT) publishers access to a single, self-service monetization solution for ad-serving, inventory management and programmatic deal transactions.
CTV ad spend is expected to reach $10B by 2021 (eMarketer), with consumers and advertisers expecting the same seamless viewing experience on CTV they’ve become accustomed to from linear TV.
Through this partnership, Unruly and Publica enable publishers and advertisers to provide that same viewing experience through reduced ad latency and by not repeating the same ad during commercial breaks.
The new solution also provides advertisers with similar buying techniques to linear TV. This includes competitive separation and the ability to purchase the first slot within ad pods – like standard TV commercial breaks – while also helping publishers maintain higher yield per impression and more control over how their inventory is packaged, priced and sold.
Ad Pod Monetization — Gives publishers the ability to guarantee an advertiser first pod placement, and own a pod by brand category, helping with competitive separation;
Consolidated Deal Reporting — Creates enhanced efficiency for publishers, as well as unified management and reporting on deals in one holistic source;
Automated Deal ID Workflow — Streamlines workflow for publishers and leverages first-party data for deal targeting.
The unified offering combines Publica’s CTV ad serving capabilities, header bidding wrapper solution and server-side ad insertion (SSAI) technology with Unruly’s unique, global demand and self-service publisher tools.
“We’re excited to be collaborating with Unruly to bring publishers the tools they need to maximize the value of their inventory,” said Ben Antier at Publica. “With many publishers shifting away from the current VAST waterfall model, our partnership provides them with a one-stop-shop for ad serving and self-service monetization.”
“With CTV viewership and inventory continuing to rise amid the COVID-19 pandemic, with almost half (42%) of US consumers spending ‘a lot more time’ watching CTV content since the start of the Coronavirus, we’re thrilled to partner with Publica to offer a full-service solution for publishers taking advantage of this trend,” said Kenneth Suh, Chief Strategy Officer at Unruly.
“With Publica’s CTV header bidding and ad serving capabilities and Unruly’s self-service tools, we’re uniquely positioned to help our publisher partners efficiently optimize the value of their inventory to maximize revenue,” added Suh.
Unruly’s trusted, premium supply-side ad platform, UnrulyX, enables publishers to access unique, unified demand from the world’s biggest advertisers and leading global and local DSPs.