Verizon Media brings premium, unified demand to publishers with OTT Smart Auction
September 15 2020 - 8:30AM
Today, Verizon Media announced the launch of OTT Smart Auction, a
header bidding-like solution for over-the-top (OTT) publishers. OTT
Smart Auction is a server-to-server container integration that
enables OTT programmatic demand to compete with reserved demand in
a real-time, unified auction in a publisher’s ad
server.
Ad-supported longform video is a rapidly growing market that’s
expected to double in the next three years. However, the process
for monetizing this inventory is still dated, with overreliance on
reserved sales and inefficient ad-serving waterfalls that deliver
repetitive ads and a poor user experience.
Enter Verizon Media’s OTT Smart Auction. OTT Smart Auction was
created specifically to meet the needs of premium video publishers
that deliver longform on-demand or live streaming content through
connected TV (CTV) or mobile apps. This includes broadcasters,
cable networks, digital multichannel video programming distributors
(DMVPDs), and more. By introducing header bidding-like
functionality, OTT Smart Auction provides a host of benefits,
including:
The most efficient path to unique Verizon Media
demand. OTT Smart Auction passes ID information directly
to the Verizon Media demand side platform (DSP), maximizing user
match rates and allowing Verizon Media advertisers to more
efficiently find their audience on inventory monetized through
Verizon Media’s supply side platform (SSP).
Increase revenue by selling inventory at its true
value. OTT Smart Auction conducts a real-time, unified
auction enabling programmatic demand to compete with reserved bids
within the publisher’s ad server. This helps publishers fill each
ad opportunity with the highest bid, regardless of the source of
demand.
Improved transparency into auction activity.
The traditional waterfall limits bidding activity, and publishers
lose valuable insight into their auction dynamics. OTT Smart
Auction gives publishers greater transparency into bidding data so
they can gain a better understanding of the value of their
inventory.
OTT Smart Auction is built from the ground-up using
Prebid Server. Prebid is a trusted, open source codebase
that enables anyone to contribute and review code, helping
publishers conduct demand agnostic auctions with no preferential
treatment. Prebid also features the largest demand ecosystem,
ensuring all advertisers can bid on supply with minimal incremental
development.
Deliver linear TV-like ad experiences. OTT
Smart Auction is optimized for delivering ads on longform content,
with support for advanced ad podding including competitive
separation, ad deduplication and support for frequency capping.
This allows publishers to better sequence how they deliver their
ads for maximum revenue and minimal consumer frustration, while
also giving advertisers better access and opportunities to target
premium supply.
“Verizon Media uniquely understands the needs and challenges of
large-scale video publishers,” said Iván Markman, Chief Business
Officer, Verizon Media. “We’re the only player to offer an
end-to-end video solution, from streaming, delivery and security,
to programmatic. We’re also unique in that we don’t directly
produce premium long form content but rather focus on enabling the
ecosystem whether via distribution or our platform capabilities.
That’s critical when selecting a partner for OTT monetization.”
OTT Smart Auction is also the first solution to be integrated
with Verizon Media Platform’s Smartplay Prebid solution. Verizon
Media Platform powers websites, apps and OTT video services for
many of the world's largest publishers, media companies and
enterprises. Smartplay Prebid is a server-side integration that
exposes inventory directly to OTT Smart Auction and utilizes
Smartplay’s server-side ad insertion (SSAI) capability to provide a
seamless transition between content and ads on any device or
platform.
“As an end-to-end, full-stack technology partner, we can
uniquely support publishers and advertisers in unlocking the full
value of premium longform and on-demand OTT video,” said Markman.
“We’ve brought together all the pieces you need, whether you’re a
publisher or an advertiser, in one integrated platform, ensuring
seller and buyer optimization and efficiency.”
About Verizon MediaVerizon Media, a division of Verizon
Communications, Inc., houses a trusted media ecosystem of premium
brands like Yahoo, TechCrunch and HuffPost to help people stay
informed and entertained, communicate and transact, while creating
new ways for advertisers and media partners to connect. From XR
experiences to advertising and content technology, Verizon Media is
an incubator of innovation and is revolutionizing the next
generation of content creation in a 5G world.
VERIZON’S ONLINE MEDIA CENTER: News releases, stories, media
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Media contact:Christina
MacDonaldChristina.MacDonald@verizonmedia.com617-240-9181
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