Video advertising platform Unruly and connected-TV platform Publica have formed a global partnership to give CTV and over-the-top publishers access to ad-pod monetization and automated deal-management tools.
The partnership combines Publica’s CTV ad serving capabilities, server-to-server header bidding solution and server-side ad insertion (SSAI) technology with Unruly’s self-service automated deal management tools for publishers.
The companies say it will enable publishers to offer programmatic, linear-TV-like ad-buying techniques, including competitive separation and the abilities to guarantee an advertiser first position within an ad pod (similar to standard TV commercial breaks), and category exclusivity within a pod in the context of a unified auction.
The capabilities will also help publishers maintain higher yield per impression and more control over how their inventory is packaged, priced and sold, according to the companies.
“With many publishers shifting away from the current VAST waterfall model, our partnership provides them with a one-stop shop for ad serving and self-service deal management,” said Ben Antier, Publica’s co-founder and chief product officer.
Other capabilities include unified deal management and reporting, and streamlined automated deal ID workflow that also enables use of first-party data for targeting.