Programmatic Video #WotW: What Is An SSP?

Programmatic video is the fastest-growing category of programmatic buying, but a lot of marketers are still struggling to get to grips with the basics.

A recent study by the Association of National Advertisers and Forrester showed only 23% of marketers said they understood programmatic and were using it to execute their campaigns. This is despite the fact that more than half of US publishers reported selling their premium video ad inventory programmatically in August 2014 (Adap.tv), while mega-brands like American Express and P&G vowed to shift the majority of their ad spend to programmatic by the end of 2014.

There’s clearly a knowledge gap between the programmatic front lines and everyday marketers, making 2015 a key year for programmatic education. As with any burgeoning new trend, one of the main causes of confusion is vocabulary.

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As advertisers demand transparency and control, UnrulyX is the first programmatic media trading platform able to guarantee the viewability of premium video impressions bought via RTB

NEW YORK, LONDON – October 23, 2014 – Marketing technology company Unruly today announces it has partnered with Index Exchange, a division of ad technology firm Casale Media, to access programmatic demand from leading demand side platforms and agency trading desks.

This partnership marks the launch of the UnrulyX™ programmatic media trading platform, the first to allow advertisers to buy video inventory from premium publishers via RTB on a viewable impression basis.

With comScore reporting that fewer than half of all ads are actually seen by users and amid concerns over brand safety, view fraud and audience integrity on open exchanges, [inlinetweet prefix=”” tweeter=”” suffix=”via @unrulyco”]UnrulyX guarantees advertisers only pay for In-Feed views that are actually seen.[/inlinetweet] Inventory is sourced transparently from direct integrations with premium publishers, including IDG and USA TODAY Sports Media Group, and already stands at 170MM unique users globally.

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