VIEQUES, PR — Video ad-tech platform Coull is ready to play a bigger role in the video advertising value chain after launching its own ad exchange and supply-side platform.

“We’ve been building out our own video platform, comprising of an exchange and an SSP,” CEO Irfon Watkins tells Beet.TV in this video interview. “We believe that the industry needs a next generation of platform that’s faster, more efficient, and more transparent and really that’s what we’ve been building out of the last couple years. Now we’ve built our own technology stack out, really it’s all about expansion.”

The company announced its feature launch earlier this month along with a new $6.3m funding round that comprises new investors.

Coull, a Bristol, England-based startup that is also located in New York, aims to help advertisers by better understanding the true content of video in order to produce better contextual targeting.

“At the moment we’re processing about a billion and a half videos a day through our system,” Watkins said.

“Our basic role in the ecosystem is to work very closely with publishers and make sure that their inventory is correctly identified and then present it so that it can be sold for the best price.”

This video was produced at the Beet.TV executive retreat presented by Videology.  You can find more videos from the session here.

Beet Retreat '16, presented by VideologyTagged , , ,