NEW YORK, May 27, 2021 -- TripleLift, a top three programmatic video supply company, and Publica, the leading Connected TV ad server, today announced an expanded partnership to enhance in-break ad monetization opportunities for Connected TV (CTV) publishers.
The expanded partnership - which includes a direct integration with Publica’s ad server - offers CTV publishers more control over their inventory and additional opportunities to maximize yield with TripleLift’s in-break solutions.
“As time spent increases across the digital video landscape, publishers are seeking new ways to deliver best-in-class advertising experiences while maximizing yield,” said Michael Lehman, SVP Global Supply, TripleLift. “Publica’s ad serving technology gives our publishers a smart alternative to the VAST waterfall model, and ensures a true TV experience for the viewers and the advertisers.”
"TripleLift's integration with Publica offers publishers on our platform an easy way to access advertisers’ CTV budgets, and one of the most efficient ways for marketers to reach quality CTV publisher inventory through their DSP,” said Ben Antier, Co-Founder and CEO at Publica.
With Publica’s ad podding automation, publishers can apply competitive separation and creative deduplication rules to deliver the same high quality viewing experience as linear television, while enjoying unique, quality demand for the entire ad break.
“We’re always looking for ways to maximize our fill rate and boost revenue. By using Publica’s header bidding solution to access programmatic demand from TripleLift, and thanks to an easy set-up, we immediately saw incremental demand from premium buyers. We’re confident that we are now seeing the most efficient yield possible,” said Raymundo Olivo, Director, Programmatic Strategy & Operations at Ziff Davis.
In addition to ad podding automation, TripleLift publisher partners can run a unified auction with Publica’s Header Bidding wrapper solution, allowing them to evaluate all their demand at once, increasing efficiency and revenue.
Publishers using Publica’s ad serving technology in place of a VAST tag accessed TripleLift demand faster and saw on average 20-30% higher CPMs.
In 2021, consumers' time spent with digital video - online video and Connected TV - is expected to jump 33 minutes per day since 2019, with the largest growth (%) in time spent attributed to Connected TV. In April, TripleLift unveiled a full-funnel suite of digital video solutions for the three ways audiences consume video across Online Video and Connected: In-Feed, In-Break and In-Show.
Publica is the leading Connected TV Ad Server and works with many of the world's biggest broadcasters, TV manufacturers & OTT Apps. Publica provides solutions for Publishers to maximize their revenue across their CTV inventory through 4 key features:
- Unified Auction: holistic yield between direct campaigns and any of the 20+ SSPs connected to the platform via server-to-server connections.
- Ad Pod Management: Optimized ad podding to deliver tv-like user experience while maximizing revenue for the publishers.
- Audience Management: Ability to forecast and target any First or Third Party Data via a unique integration with the LiveRamp ecosystem designed for CTV
- SSAI: Server-Side Ad Insertion solution designed for the scale and complexity of the programmatic ecosystem.