Online video is flourishing and more advertisers are embracing the nacent media. However, in this video session from the Beet.TV Executive Retreat, Adam Singolda, CEO of Taboola, points out that “there’s a supply and demand issue” when it comes to online video.
He explains that advertisers are going to some of the biggest websites and offering millions of dollars to run video ads, but the publishers simply don’t have enough video inventory. Singolda says, “Some of the biggest brands don’t have videos or they’re not players in the video space.” While these brands and publishers may try to increase their own video inventory, Singolda explains that it can be close to impossible to get to the point where they have enough inventory to sell.
Taboola helps publishers meet the demand for online video content by offering video recommendations from other sites. Using this system, Singolda says, “We can generate and drive millions of uniques to a video page on a website.”
Taboola works with a number of big publishers, including CNN, The New York Times, Bloomberg and Reuters.
Yesterday their recommendation engine went live on live video news portal Livestation as well and in the session Singolda also speaks about some of the challenges that go along with creating live video recommendations.
Disclosure: Taboola was the presenting sponsor of the Beet Executive Retreat in Vieques, Puerto Rico last month. Also Beet.TV uses the Taboola platform to recommend our videos. AP