KUALA LUMPUR, Oct 1 (Bernama) -- New York based Telaria Inc, together with a consortium of Australian publishers including Seven West Media, Network 10, SBS, Foxtel Media, Pedestrian Group and Daily Mail recently launched a programmatic ‘Editorial Video Marketplace’.
The marketplace simplifies buyers’ access to this professionally produced premium content with extensive daytime audience reach and scale.
Editorial videos are viewed on the publishers’ owned and operated platforms and placed in high engagement environments in contrast to the quick browsing feed type design used by the social sites.
These videos are particularly effective for daytime reach because they are generally viewed at the beginning of the day and noon, and effectively compliment a broadcaster video on demand evening buying strategy.
“This is an important collaboration between the leading publishers in the market. We are responding to feedback from buyers, and providing the scale that is comparable to the reach of the social platforms,” said Telaria general manager (Australia), James Young.
“The marketplaces will be tiered based on a benchmarking system to ensure quality and performance to drive the best outcomes for both buyers and sellers.”
Telaria and the consortium of publishers are also working with the IAB to encourage and achieve industry wide adoption of this initiative via data implementation and research studies.
-- BERNAMA
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