Video and streaming TV consumption is at all time highs due to changed watching habits. This surge has created opportunity for both streaming content publishers and advertisers, yet programmatic OTT inventory remains limited. To surmount the challenges of selling inventory via traditional methods, now is the time to choose flexible, dynamic and transparent buying models to grow OTT scale and engagement.
Pubmatic’s OpenWrap OTT technology is a Prebid-powered unified bidding solution that centralizes 100% of direct and programmatic demand in a server-side parallel auction. This prebid programmatic OTT header bidding solution allows response to real-time changes in viewer behavior and creates flexible opportunities for new demand, while maximizing yield.
OpenWrap OTT flattens the waterfall, aggregating demand from exchanges, DSPs, ad servers and SSAI along with unique demand from PubMatic supply path optimization deals.
Private marketplace, programmatic preferred and programmatic guaranteed deals available to ensure high levels of brand safety for publishers and advertisers.
Bidding optimizes the performance of the entire pod, as opposed to only for one ad slot. This solves for frequency capping, competitive exclusion, and poor viewer experience caused by back-to-back ads.
OpenWrap OTT streamlines the path from ad call to ad delivery, with a server-side video stack to reduce latency, timeouts and buffering, ensuring a premium viewer experience.
OpenWrap OTT has been adapted to optimize monetization across clusters of ads within a show, giving better control over the ad pod to enforce frequency capping, competitive exclusion, and preventing back-to-back ads.
PubMatic’s OpenWrap OTT technology prioritizes the viewer experience while also delivering header bidding auction dynamics that can help us maximize ad performance for our clients. We’re also thrilled that PubMatic’s solution is built on Prebid, which allows for more transparency, flexibility, and integration opportunities so we can continue providing a safe streaming environment for families.
The new digital video era brings tremendous opportunity to publishers, but also a new set of challenges. Read Forrester’s study on how video advertising requires new monetization strategies, and what it means for advertisers and publishers looking to improve or maximize their relationships with SSPs.
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