The supply-side ad platform Telaria on Tuesday rolled out an integrated Video Management Platform (VMP) that brings together ad serving and analytics.
The VMP features three application suites tackling different pieces of the video ad-serving process.
An advanced TV serving application will manage direct sold and programmatic video ad inventory, geared toward connected TV devices and platforms.
An analytics suite will offer live data visualization and diagnostics from first party and third party data sources, across direct sold and programmatic inventory.
Telaria’s “Decisioning Engine” will incorporate inventory pricing and presentation controls, as well as brand safety and optimization features.
The launch is one of the most significant from Telaria since its rebrand from Tremor Video last year. The rebrand came after the company divested its demand-side platform (now Tremor Video DSP) to Taptica.