COLOGNE-As it gains traction around the globe following its acquisition by FreeWheel, StickyADS.tv is preparing to release a solution to facilitate the competitive separation of ads. Meanwhile, its CEO & Co-Founder sees technology that makes video ad blocking more difficult as providing a stepping stone to linear programmatic television.
In an interview with Beet.TV at their European client summit, ahead of DMEXCO, Herve Brunet said market consolidation is working in the company’s favor as its relationship with FreeWheel pays big dividends.
A key point to FreeWheel/StickyADS.tv’s differentiation is that it’s the only platform solely dedicated to publishers. “Which is a good guarantee for publishers. We’re being totally neutral and we’re helping our customers,” Brunet said.
StickyADS.tv customers seek more control of their inventory as they make more of it available to the programmatic world. “So what we’re doing is creating a safety layer, which basically makes sure the creatives are clean, that the buyers are vetted and controlled and making sure that everything is compliant with the business rules the publisher has,” said Brunet.
The issue of competitive separation—preventing ads for two competing companies running back-to-back in the same pod—is difficult to monitor and prevent given direct-sold campaigns and programmatic campaigns running together. “We will soon be releasing a feature that addresses this industry problem,” Brunet said.
Broadcasters are tackling ad blocking in a “holistic” fashion, by using video ad stitching, “where you actually glue together the content and the ads as part of the same stream,” said Brunet. “Once you do this it makes ad blocking very difficult”. “We’re addressing ad blocking with an infrastructure solution which is going to serve other purposes.”
We spoke with Brunet at the recent FreeWheel European summit in Cologne presented along with StickyAds.tv. Please visit this page for additional videos from Beet’s coverage.