VIEQUES, PR – It is now more than two years since Ooyala, a video advertising services provider, acquired peer Videoplaza, with its strong client base in the European broadcasting segment.

The combined entity, now also part of Australia telco Telstra’s family, has spent the time since merging its respective strengths, and is now ready to go at a new product area.

In this video interview with Beet.TV, Ooyala ad platforms GM Scott Braley explains: “One of the biggest areas of focus for us over the last couple of years, since the acquisition of the Videoplaza business by Ooayla, has been thinking of ways to bring together the direct-sold business that broadcasters have traditionally relied on as a monetisation channel with programmatic.

“We’ve just recently culminated two years of development with a holistic decisioning engine, giving broadcasters a centralised tool to consider inventory allocation across both of those channels dynamically, with lots of flexibility and configurability.

“The next big thing that we’re tackling is the integration of content analytics with advertising, really understanding … how to think about content and the different users you’ve got and how that translates to advertising on the revenue side.”

Braley describes it as a consulting service that helps broadcasters understand how to use new data, specifically the relationship that programming has on advertising offerings and effectiveness.

This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.