Sovrn Introduces New Video Ad Units To Balloon Programmatic Supply

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.”

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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.

4 comments about "Sovrn Introduces New Video Ad Units To Balloon Programmatic Supply".
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  1. Francine Hardaway from ZEDO, March 31, 2015 at 4:01 p.m.

    So Tyler, have you looked at the video ad units ZINCbyZEDO is selling. We don't do much PR, but our product is very well-received in the marketplace, and some of the more vocal companies' products don't work as well.

  2. Tyler Loechner from MediaPost, March 31, 2015 at 4:05 p.m.

    @francine -- i have not looked into that? Did you recently introduce the video ad units, and did you make them available for programmatic buying? If so, that simply adds to the trend that's occurring right now — the industry is giving suppliers more options to keep pace with the demand.

  3. Francine Hardaway from ZEDO, March 31, 2015 at 8:04 p.m.

    We introduced them over a year ago. They're called inArticle video and you can buy them programmatically or direct.

  4. Lyndsey Garza from YAYA Connection, May 1, 2015 at 1:09 p.m.

    Q1Media introduced the vSlider in 2010 and is nearly indentical in concept to Sovrn's above. The vSlider can be bought directly or programmatically as well. Designed to help publishers monetize their websites with video, WITHOUT owning or operating their own video content or player. The vSlider can also be customized to fit the experience of any site with a skin reflecting their branding, colors, etc. 

    If you're curious: http://www.q1media.com/our-units/vslider-video-unit 

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