KUALA LUMPUR, June 17 -- Premium digital technology company, PubMatic has launched OpenWrap OTT, a header bidding solution that centralises 100 per cent of direct and programmatic demand while preserving a seamless TV-like viewer experience.
PubMatic has delivered over eight years of header bidding technology, and Prebid Server-based OpenWrap OTT helps publishers and advertisers realise the full economic potential of programmatic by optimising monetisation and viewer experience across the entire ad pod.
Clients including Kidoodle.TV®, Limpid, Glewed TV, Interpublic Group and MediaMath have already signed on to use OpenWrap OTT. Early performance results show an increase in fill rates for initial partners of more than 6x over tag integrations.
OpenWrap OTT includes full support for connected TV (CTV), mobile and desktop devices as well as implementations like Server-Side Ad Insertion which are often used by premium video publishers and key to provide viewers a true TV-like experience.
According to a statement, the technology is particularly valuable for the emerging OTT market because it removes many cumbersome dynamics of traditional TV buying and even fixed programmatic auctions.
The first globally available, scaled OTT header bidding solution powered by Prebid, OpenWrap OTT flattens the waterfall to increase buyer competition and drive incremental monetisation, while also solving for pervasive ad pod challenges like frequency capping, competitive exclusions and back-to-back ads.
The expansion of OpenWrap technology to OTT and CTV inventory is the latest innovation from PubMatic. With more than a decade of omnichannel monetisation expertise, PubMatic has pioneered the use of Prebid to power header bidding technology for display, video, mobile apps with OpenWrap SDK, and now CTV and OTT.
-- BERNAMA
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