Posts for 'SpotX'

  • Server Side Ad Insertion’s Role with Programmatic Video [SHIFT Video]

    One of the highlights of last week’s SHIFT // Programmatic Video & TV Ad Summit was a joint presentation from Brightcove (Mike Green, VP, Marketing and Business Development, Media), SpotX (Kevin Schaum, Sr. Director, Mobile and Connected TV) and the IAB Tech Lab (Amit Shetty,  Sr. Director, Video & Audio Products) on how server side ad insertion (SSAI) adds value to programmatic for both linear and on-demand advertising.

    For those not familiar with SSAI (also known as “ad stitching”), this is a process for inserting ads into a piece of content (frequently long-form). There are multiple benefits of SSAI including better user experiences, reduced buffering, extended device reach, elimination of ad blocking and lower cost of deployment. Mike, Kevin and Amit elaborated on how these benefits are even more valuable for programmatic, especially in live and in skinny bundles, while also noting some of the key outstanding challenges.

    The presentation clearly communicated how the industry needs to work together to evolve video advertising given new viewer behaviors, device proliferation and publishers’ pressures to fully monetize.

    With the video now!

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  • Video Distribution Platform Vemba Raises $6 Million

    Video distribution platform Vemba has raised $6 million in a series A-1 round, bringing its total funding to $11 million. The new round was led by Time Warner Investments and SpotX, with existing investors Upfront Ventures and Bertelsmann Digital Media Investments participating as well.

    Vemba’s CEO Garrick Tiplady told me in a briefing that the company’s vision is to become the industry standard platform for scale in video distribution on any device. Vemba’s platform allows content providers to create flexible models to distribute their videos and receive real-time analytics on their performance and monetization.

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  • SpotX Bolsters Amazon’s Transparent Ad Marketplace For Video Header Bidding

    Late last week SpotX announced that it has integrated its recently-launched header bidding solution for video ads with Amazon Publisher Services’ Transparent Ad Marketplace (TAM). To learn more about the integration and the benefits to publishers, SpotX and Amazon, I spoke with Tal Almany, SpotX’s Senior Director, Advanced Integrations who recently joined the company from OpenX.

    For those not familiar with header bidding, this is an approach that video providers use to offer their ad inventory simultaneously to multiple demand sources to optimize bidding and monetization. Amazon’s TAM is a header bidding solution that is cloud-based and server side, which means less code is running on the publisher’s site, creating efficiencies. TAM is relatively new to the market, but because it’s from Amazon, it has gained a lot of attention.

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  • Video AdTech M&A and Financings Continue

    There’s plenty of M&A and financing activity in the video adtech space, with the latest news coming this morning with RhythmOne acquiring YuMe for $185 million. The deal had been rumored for a while and unites YuMe’s demand-side capabilities with RhythmOne’s supply-side and programmatic platform. YuMe was one of the earliest video adtech players to go public, back in 2013, but has had a bumpy ride as the industry rapidly evolved.

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  • The Marketer’s Programmatic Video Roadmap

    Digital video is quickly becoming the new hero of the ad world, thanks to its combination of the power of TV and the targetability of digital.

    But in a fragmented media environment, with consumers viewing content across multiple screens, executing video buys can be a complicated undertaking. For maximum effectiveness, audiences need to be targeted and pieced together from a number of sources. Hence, digital video requires multiple buying styles, unlike the relative ease of buying a TV timeslot.

    Programmatic approaches can help manage these complexities. Savvy marketers are making it their business to not only understand programmatic principles, but to flip traditional planning and buying methods, by partnering with the major supply sources to effectively plan for the best outcomes and ensure brand safety.

    If you’re confused on best practice for planning video across screens, here are five tips to help navigate the minefield.

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  • Video Ad Tech Providers Keep Evolving With the Market’s Demands

    Yesterday I posted the recent Video Ad Summit keynote interview with Brian Lesser, CEO of GroupM North America, in which he articulated some of the key challenges facing advertisers today: consumers are harder than ever to reach, data is becoming more valuable, workflows and media buying need to be simplified and agencies need to be more streamlined, among other things.

    Video ad tech providers are well aware of these imperatives and this week, 2 new partnerships that were announced (one between YuMe and Mediaocean and the other between DataXu and Teads), along with a new strategic consulting initiative announced by SpotX, all pick up, in one way or another, on the points Brian made.

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  • Samba TV and SpotX Partner for Improved Ad Targeting on Connected TVs

    Samba TV and SpotX have announced a partnership to improve video ad targeting to viewers on the web and in apps and connected TVs. Under the deal, Samba TV’s TV viewership data will become available in SpotX’s ad server, so that custom TV audience segments can be built using combined TV and digital data.

    SpotX will become Samba TV’s primary connected TV ad server enabling advertisers to buy connected TV ads either programmatically or direct.

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  • 5 Video Ad Market Predictions for 2017

    Convergence has been one of the main themes in video during 2016, as more content traditionally delivered via broadcast channels is being converted to digital streams. The marketplaces of the future - programmatic or otherwise - are beginning to form as media owners piece together a range of sales techniques to maximize their yield. Some of the big trends and changes we expect to see in 2017 are:

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  • SpotX and Vemba Team Up to Ensure Profitable Video Syndication

    SpotX and Vemba have teamed up to ensure that video syndication is profitable for both video content providers and online publishers. The companies have jointly launched a new product that enables publishers to set minimum profit margin parameters which determine whether a pre-selected video from Vemba’s library should actually play.

    SpotX’s SVP, Global Revenue Sean Buckley and Vemba’s CEO Garrick Tiplady explained to me how the product addresses critical syndication challenges and works at a practical level.

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  • Outstream Review: Five Things To Know About In-Content Video Advertising

    Outstream video ad units - video ads that appear within content as readers scroll through - have taken the market by storm since their release in 2013. An increasing number of vendors provide this technology for publishers, to insert video ads into non-video carrying pages.
    It’s no secret that video represents one of the highest yielding advertising opportunities for publishers, but also one of the most resource intensive to create. Publishers have invested significantly to develop the content required to provide video at scale. The Wall Street Journal, for example, employed a 40-person video team tasked with creating 40 videos per day, while CNN is pushing video views over page views as a measure of success.

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  • Newsy and SpotX Pursue Programmatic Video Ads in Apple TV

    Newsy, a popular video-based news service for millennials, has partnered with SpotX for programmatic video ads in Newsy’s Apple TV app. The companies believe they are among the first to monetize Apple’s tvOS which was itself first announced by Apple last September in conjunction with the launch of the new Apple TV.  SpotX released an SDK for Apple TV last November.

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  • Video Ad Market Predictions For 2016

    The numbers used to analyze the video ad market can be cut in many different ways.
    According to the IAB, video ad spend on desktop totalled US$2.0 billion, or 7% of digital ad spend, in the first half of 2015. The peak body also listed mobile video spend, a figure of less than US$300 million for the period, in its H1-15 Internet Advertising Revenue Report.
    Yet we know more than this is being spent on digital video. The IAB’s report doesn’t capture ads sold in over-the-top (OTT) TV content, programming which can be delivered via desktops as well as a range of other connected devices. Data from The Diffusion Group in April forecasts ad revenue from OTT TV will reach US$8.4 billion in 2015, a number well below broadcast TV’s expected $60 billion haul.

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  • SpotX and clypd Team Up for Cross-Screen Video/TV Ad Platform

    More evidence this morning of how online video and TV are continuing to converge: SpotX and clypd have announced a new joint solution for content providers to manage all video and linear TV ad inventory whether it’s sold directly or programmatically. The goal is to optimize the value of all inventory and audiences with dynamic, targeted ads across all screens. The joint solution is currently available.

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