Unruly announced on Thursday that, through a new partnership, advertisers on The Wall Street Journal’s Web site can now purchase the ad-tech firm's outstream video ad formats within WSJ.com’s article pages.
The outstream video format starts to play only when the video is in-view, as defined by the Media Ratings Council. Measured by Moat, the format achieves viewability rates of 81.17% on WSJ.com, which is 35% higher than the Moat average for video, according to Unruly.“High quality, highly viewable video inventory in well-lit environments on premium sites is in woefully short supply, especially if you want to buy programmatically. That's the problem we're solving,” Unruly CEO Scott Button told Real-Time Dailyvia email. Button noted that now that Unruly is part of News Corp, it’s able to sharply increase the amount of video supply available on WSJ.com for both mobile and desktop.
In addition, Unruly is launching two private marketplaces with the goal of reaching affluents and business leaders. The newly-released “Affluentials” and B2B PMPs are designed to enable marketers to scale their reach across these often hard-to-reach demographic groups.
Buyers can access inventory on UnrulyX through all major demand-side platforms including The Trade Desk, DoubleClick Bid Manager (DBM), and AppNexus. UnrulyX uses Moat and Integral Ad Science to verify viewability and human traffic.