Teads, a provider of outstream video advertising, on Wednesday said it saw a 200% increase in programmatic revenue between Q1 and Q3 of this year on its video advertising marketplace. The growth is proof that it’s possible to scale video programmatically, according to the company.
Traditionally, programmatic video was primarily "long-tail but the Teads Marketplace allows customers to achieve scale within the best publishers on the Web," Jim Daily, president, Teads told Real-Time Daily.
Teads, which offers customers the ability to buy outstream video either through private marketplace deals (PMPs) or the company’s open exchange, also said that PMPs comprised 76% its programmatic transactions.
The leading advertiser categories for Teads' PMP deals were technology, retail, and consumer packaged goods. On the company’s open exchange, the top advertiser categories were automotive, food, and travel. For the publisher categories across both PMP deals and the open exchange, Teads ran the most inventory against news content, followed by sports, and arts and entertainment.
Teads reported that its outstream formats offer customers a 42% increase in viewability compared to Moat’s industry benchmark. As verified by Integral Ad Science (IAS), Teads reported a 1% fraud rate compared with the industry average of 9.3% for programmatic video. Teads’ IAS TRAQ (True Advertising Quality) score which measures fraud, viewability, brand safety, and ad clutter, is 852 on a scale of 1000.