Publica Becomes One of the First to Join the Amazon Publisher Services Streaming TV Ad Server Certification Program

Rhea-AI Summary

Integral Ad Science's (IAS) subsidiary, Publica, has joined the Amazon Publisher Services (APS) Ad Server Certification Program for streaming TV. This certification aims to enhance header bidding for publishers and advertisers, potentially boosting revenues and viewer experience by minimizing repetitive ads. With streaming TV ad spend projected to double by 2026, this integration will offer publishers increased access to header bidding supply and opportunities for private marketplace deals. Publica, recognized as 'Best Video Ad Server' in 2022, serves over 6 billion ads monthly for major broadcasters and streaming platforms.

Positive

• Publica's certification will enhance header bidding capabilities, likely increasing publisher revenues.
• The integration with APS may lead to improved viewer experiences by reducing repetitive ads.
• Streaming TV ad spend is expected to more than double by 2026, suggesting a growing market for Publica's services.

Negative

• None.

This upcoming certification has the power to maximize the value of header bidding for streaming TV publishers and advertisers.

NEW YORK, March 10, 2023 /PRNewswire/ -- Publica, a leading Connected TV (CTV) ad-server owned by Integral Ad Science, announced that they will be joining the new, global Amazon Publisher Services (APS) Ad Server Certification Program for streaming TV.

Publica's upcoming certification will allow publishers to implement a simplified APS header bidding integration, enabling publishers to conduct a unified auction across all advertiser bids. This technology has the power to improve viewer experience by limiting repetitive ads while also increasing publisher yield.

According to eMarketer, streaming TV ad spend is expected to more than double by the end of 2026. When deciding where to spend streaming TV dollars, advertisers often prefer publishers with header bidding solutions, as it creates the opportunity to compete on a level playing field for inventory to help maximize campaign reach and effectiveness. Once Publica is certified by APS, advertisers will receive incremental access to header bidding supply via the new APS and Publica integration. This can also result in more opportunities for publishers to deliver private marketplace deals from CTV advertisers.

"We are excited to bring incremental demand from APS to the growing number of publishers and TV manufacturers who are now adopting the Publica ad server to help them grow their advertising revenues. Publica empowers publishers to create intelligent ad breaks that can be optimized on a revenue per second basis, all while improving their viewer's streaming experiences with seamless ad delivery," said Publica Chief Revenue Officer Sean Galligan.

Publica shares APS' focus on the needs of publishers. Going forward, Publica and APS plan to provide global publishers with a full roadmap of new features for streaming TV ad serving, including simplified setup of private marketplace deals, the provision of forecasting tools within the Publica user interface, simplified access to interactive ad formats and seamless integration of third-party technology vendors.

About Publica

Publica, awarded "Best Video Ad Server" in the 2022 AdWeek Readers Choice Awards, is a leading CTV ad server and works with many of the world's biggest broadcasters, TV manufacturers, and streaming apps. Headquartered in New York, Publica provides solutions for publishers to maximize their revenue across their streaming TV inventory through key solutions including a Unified Auction, Ad Pod Management, Audience Management, Server-Side Ad Insertion, Contextual Management, Ad Quality Management and Measurement and Verification. Publica serves over 6 billion ads on streaming TV every month, delivering quality ad experiences for Samsung, Hearst TV, Major League Baseball, Paramount, Crunchyroll, E. W. Scripps, Fox, IGN, Philo, XUMO, and more. Publica is owned by Integral Ad Science, a global leader in digital media quality. For more information, visit: getpublica.com or contact press@getpublica.com.

About Amazon Publisher Services

Amazon Publisher Services is a suite of cloud-based solutions that help publishers build thriving digital media businesses, by concentrating on direct-to-publisher supply relationships helping to result in more profitable advertising for publishers and more relevant ads for audiences. APS provides services and advanced technologies to web, mobile app, audio, and streaming TV publishers of all sizes, to help them monetize their content, unlock unique demand, enable audience-level buying, and learn more about their own audiences with server-side header bidding solutions while also leveraging infrastructure and support. For more information visit: https://aps.amazon.com

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SOURCE Integral Ad Science, Inc.

FAQ

What is the importance of Publica joining the Amazon Publisher Services certification?

Publica's certification with Amazon Publisher Services is expected to enhance header bidding for streaming TV, which can boost publisher revenues and improve viewer experiences.

How does the Amazon Publisher Services certification impact advertisers?

The certification allows advertisers to access a broader header bidding supply, which can increase their campaign effectiveness and reach.

When was the announcement about Publica's certification made?

The announcement regarding Publica joining the Amazon Publisher Services certification program was made on March 10, 2023.

What future plans do Publica and APS have?

Publica and APS plan to develop new features for streaming TV ad serving, including private marketplace setups and forecasting tools.

What is the significance of eMarketer's forecast for streaming TV ads?

eMarketer forecasts that streaming TV ad spend will more than double by the end of 2026, indicating substantial growth in the market, which is advantageous for Publica.