UnrulyX, Unruly's SSP (supply-side platform), which launched in 2014, will offer access to its ad placements through The Trade Desk’s open exchange and private marketplace.
Unruly's ads don't begin to play until 50% of the creative is in view.
Unruly's SVP-business development Kenneth Suh said in an email that there's a general scarcity of premium video inventory in the market.
Using UnrulyX inventory will "guarantee your ads are delivered on premium publishers, but in a way that complements a user's natural viewing experience," Suh said, adding, "That last part is really important here."
Unruly was acquired by
News Corp. last year, and its media partners include Cosmopolitan (U.K.), Dailymotion, Elle, Esquire, The Sun, and