Sovrn, a supply-side platform (SSP), on Tuesday announced the launch of new video ad units that can be traded programmatically.
Included is an in-banner video ad unit, which sovrn claims will boost the amount of video inventory available for programmatic buying because more publishers will be able to sell inventory using the new unit, as it doesn’t require them to have a separate video player on their site.
”While more consumers are watching video online, video advertising has not reached its full potential. The high demand and limited supply of quality programmatic video has constrained advertisers ability to effectively reach and target audiences at scale through video,” stated Maja Milicevic, VP of demand partnerships at sovrn. “Today’s release of sovrn’s programmatic video ad units represent a fresh source of untapped inventory across quality, independent sites.”
Sovrn is not the only ad tech firm creating new ad units in an attempt to get more video supply into the programmatic marketplace. Last week, for example, Virool launched its own new in-feed video ad unit.
It should come as no surprise to see the industry ramp up efforts to get publishers to supply the programmatic marketplace with video inventory. Earlier this year, a report from Yahoo’s BrightRoll noted that nearly four times as many agencies expect to spend the majority of their digital video ad budgets via programmatic in 2015 compared to 2014. But if the supply doesn’t keep up with the demand, the budgets may be put on hold.