“We focus heavily on viewability and placement. This new ad unit is less intrusive and only served if the prospect of interaction with the user is high,” explained Patrick Hopf, president and co-founder of SourceKnowledge. “We have really started to understand where conversions are most likely on our publisher Web sites," and will serve ads to users who have a high likelihood of engagement.
With pre-roll inventory increasingly difficult to find, the new ad unit creates additional premium video ad space available to advertisers on various publisher sites -- helpful in increasing CPM values on non-video inventory, per SourceKnowledge.
The new unit also lessens the impact of ad blocking on both publishers and advertisers. Users with ad-blocking software installed aren't likely to be considered high-value targets, and will therefore not be served such ads.
"Data-driven advertisers know that the way their creatives are delivered determines their impact," stated SourceKnowledge.
Hopf added: “These new units are the opposite of TV, from an ad perspective. Instead of blanket ads, we only serve these ads to the users we deem most valuable to our publishers.”