NEW
YORK, Nov. 15, 2023 /PRNewswire/ -- Publica by
IAS, a leading Connected TV (CTV) ad server owned by Integral Ad
Science, today formally announced its new global partnership with
Vevo, the world's leading music video network. This collaboration
enables Vevo to improve their advertisers' targeting capabilities,
enhance their streamed content with a traditional TV-like viewing
experience, and maximize CTV advertising revenue via the
introduction of a programmatic unified auction for the premium ad
slots within their streamed ad breaks.
The partnership enables Vevo to provide advertisers with
enhanced buying techniques similar to those of linear TV. This
includes competitive separation, frequency management and the
ability to purchase the first slot within ad pods, much like
standard TV commercial breaks.
"As the Vevo catalog continues to expand, we are excited to
partner with Publica to ensure that we are providing a high quality
and curated best- in-class viewing experience, while ensuring that
our advertising partners can effectively reach our global audience
of music lovers," said Natalie
Gabathuler-Scully, EVP, Revenue, Distribution & Data
Operations, Vevo. "By providing advertisers with greater control
and increased transparency, they can better optimize their CTV
campaigns when reaching our engaged viewers."
Key Publica by IAS technology products that Vevo has implemented
include:
- Advanced Ad Serving — Vevo has the ability to deliver
advanced CTV ad breaks with the granular controls required by
advertisers to target, and with the ability to optimize each slot
by revenue per second within the pod.
- Advanced Ad Pod Decisioning — Gives Vevo the ability to
guarantee an advertiser first pod placement, and own a pod by brand
category, helping with competitive separation and buy side
frequency management.
- Unified Auction — Enables Vevo to run a controlled,
unified auction of all demand sources to extract the highest
yielding ad per slot in each streaming ad pod. Vevo is also using
the Publica 'Live Logs' feature to enable real time transparency
into each of the programmatic auctions within which the company's
inventory is cleared; this permits Vevo to optimize yield and data
strategies in real time to ensure they do not lose demand to supply
path optimization (SPO).
CTV advertising is escalating rapidly and poised to grow in 2023
to $25.9 billion, according to
GroupM's mid-year forecast.
Publica by IAS has been instrumental recently in helping the IAB
Tech Lab to build out the new protocols that bring increased
security and targeting to streaming ad breaks via the introduction
of OpenRTB 2.6, and also ads.cert 2.0 that secures the practice of
SSAI. In implementing Publica CTV ad decisioning technology, Vevo
can ensure its CTV inventory is being targeted and served in the
most secure way possible, providing its advertisers with the
controls and transparency they require. Advertisers have
programmatic access to Vevo inventory via a number of leading
global supply side platforms (SSPs).
"We're excited about our new partnership with Vevo, and we look
forward to providing them with the ad decisioning technology to
grow their global advertising revenues, offer outcomes to their
advertisers and empower them with the ad serving capabilities to
improve their streamers' viewing experiences on CTV," said
Sean Galligan, CRO, Publica by
IAS.
Named Best CTV Ad Server in the 2023 VideoWeek awards, Publica
by IAS helps global publishers and TV manufacturers deliver a
seamless ad experience to audiences via the introduction of
Server-Side Ad Insertion (SSAI), while also helping publishers
maximize revenue by running a unified-auction between multiple SSPs
and DSPs.
About Vevo
Vevo is the world's leading music video network, connecting an
ever-growing global audience to high quality music video content
for more than a decade. Founded by Universal Music Group and Sony
Music Entertainment in 2009, Vevo offers fans worldwide a vast
array of premium content to choose from, showcasing official music
videos alongside a constantly developing lineup of live
performances and innovative original programming. From top
superstars to rising new talents, Vevo brings incomparable
cross-promotional support to artists across the musical spectrum,
at every stage of their careers.
Vevo has consistently evolved over the past decade to lead
within today's ever-changing media landscape, embracing
partnerships with a number of leading distribution platforms to
deliver extraordinary content within ad-supported environments.
With more than 25B views across
television, desktop and mobile devices each month, Vevo brings
music videos to the world – when, where, and how fans want
them.
Vevo is available on YouTube, Samsung, Samsung TV Plus, Roku,
Pluto TV, Amazon Fire TV, Amazon Echo Show, Amazon Freevee, Apple
TV, Comcast (Xfinity X1 and Xfinity Flex), VIZIO, Sky (NowTV and
SkyQ), Foxxum, XITE, NetRange, Redbox, Virgin Media, Xumo, Telstra,
Foxtel, Fetch, Rogers, Shaw, Local Now, Google TV, Android TV, Cox,
ViX, Plex, Hulu Live, and Vewd.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's software
provides comprehensive and enriched data that ensures ads are seen
by real people in safe and suitable environments, while improving
return on ad spend for advertisers and yield for publishers.
Publica by IAS is a leading Connected TV (CTV) ad platform that
works with many of the world's biggest broadcasters, TV
manufacturers, and OTT apps, providing solutions to maximize their
revenue across their CTV inventory. For more information on Publica
by IAS, visit getpublica.com.
CONTACT: press@integralads.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/vevo-partners-with-publica-by-ias-to-power-global-ctv-ad-serving-301988223.html
SOURCE Integral Ad Science, Inc.