COLOGNE — One source of ad demand is good, multiple sources all facing off against each other is better.
That’s why video ad-tech platform Ooyala has combined its Pulse ad server and programmatic toolset to let publishers pool demand sources for better effect.
Ooyala’s programmatic GM Scott Braley says the reboot is called a “Holistic Ad Decisioning” platform.
According to the press release: “With a unified view of both direct and programmatic inventory, ad operations (ad ops) teams can sell inventory for over-the-top (OTT) and video-on-demand (VOD) content, live events, as well as IAB-standard video units for mobile and in-stream display across the entire array of sales channels, including direct-sold, private marketplaces (PMPs), open marketplaces and private deals.”
Why does this matter? “It lets you integrate all the programmatic demand you get from a typical SSP (supply-side platform) in to the ad server at the time of the impression.
“It will optimize between direct-sold campaigns, how we’re pacing against the different direct components and what we can achieve in the marketplace. We think it’s going to drive up premium CPMs for publishers.”
Asked what percentage improvement this technique will bring to publishers’ effective cost per thousand impressions, Braley says: “Anywhere between 15% to 25% is what we’re shooting for.”
But he acknowledges it won’t be easy bringing those publishes around. The big broadcasters he is targeting have historically been concerned about programatic trading devaluing their inventory. So Ooyala wants to softly bring them aboard.
“There’s a highly consultative element to this. There’s whole new thinking around ‘How do I think about impression allocation?’,” Braley says. “There’s a high degree of learning that’s going to be required.” In short, broadcasters will be in control: “We’re going allow you to let programmatic compete a little bit or a lot.”
This interview was conducted by Furious Corp CEO Ashley J. Swartz.
This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.