Verizon Media brings premium, unified demand to publishers with OTT Smart Auction

Rhea-AI Summary

Verizon Media launched OTT Smart Auction, a solution for over-the-top (OTT) publishers, enhancing ad inventory monetization. This new server-to-server integration allows programmatic demand to compete in real-time with reserved demand directly in a publisher's ad server. The OTT ad market is expected to double in three years, but traditional methods hinder efficiency. Key benefits include improved transparency in auction dynamics, increased revenue through optimized bidding, and a unified platform for both publishers and advertisers. The integration leverages Prebid Server's capabilities to support advanced ad experiences.

Positive

• Launch of OTT Smart Auction enhances monetization for OTT publishers.
• Real-time unified auction increases revenue by maximizing ad bids.
• Improved transparency into auction dynamics for better inventory valuation.
• Integration with Prebid Server enhances accessibility and bidding efficiency.

Negative

• None.

BASKING RIDGE, N.J., Sept. 15, 2020 (GLOBE NEWSWIRE) -- Today, Verizon Media announced the launch of OTT Smart Auction, a header bidding-like solution for over-the-top (OTT) publishers. OTT Smart Auction is a server-to-server container integration that enables OTT programmatic demand to compete with reserved demand in a real-time, unified auction in a publisher’s ad server.  

Ad-supported longform video is a rapidly growing market that’s expected to double in the next three years. However, the process for monetizing this inventory is still dated, with overreliance on reserved sales and inefficient ad-serving waterfalls that deliver repetitive ads and a poor user experience.

Enter Verizon Media’s OTT Smart Auction. OTT Smart Auction was created specifically to meet the needs of premium video publishers that deliver longform on-demand or live streaming content through connected TV (CTV) or mobile apps. This includes broadcasters, cable networks, digital multichannel video programming distributors (DMVPDs), and more. By introducing header bidding-like functionality, OTT Smart Auction provides a host of benefits, including:

The most efficient path to unique Verizon Media demand. OTT Smart Auction passes ID information directly to the Verizon Media demand side platform (DSP), maximizing user match rates and allowing Verizon Media advertisers to more efficiently find their audience on inventory monetized through Verizon Media’s supply side platform (SSP).

Increase revenue by selling inventory at its true value. OTT Smart Auction conducts a real-time, unified auction enabling programmatic demand to compete with reserved bids within the publisher’s ad server. This helps publishers fill each ad opportunity with the highest bid, regardless of the source of demand.

Improved transparency into auction activity. The traditional waterfall limits bidding activity, and publishers lose valuable insight into their auction dynamics. OTT Smart Auction gives publishers greater transparency into bidding data so they can gain a better understanding of the value of their inventory.

OTT Smart Auction is built from the ground-up using Prebid Server. Prebid is a trusted, open source codebase that enables anyone to contribute and review code, helping publishers conduct demand agnostic auctions with no preferential treatment. Prebid also features the largest demand ecosystem, ensuring all advertisers can bid on supply with minimal incremental development.

Deliver linear TV-like ad experiences. OTT Smart Auction is optimized for delivering ads on longform content, with support for advanced ad podding including competitive separation, ad deduplication and support for frequency capping. This allows publishers to better sequence how they deliver their ads for maximum revenue and minimal consumer frustration, while also giving advertisers better access and opportunities to target premium supply.

“Verizon Media uniquely understands the needs and challenges of large-scale video publishers,” said Iván Markman, Chief Business Officer, Verizon Media. “We’re the only player to offer an end-to-end video solution, from streaming, delivery and security, to programmatic. We’re also unique in that we don’t directly produce premium long form content but rather focus on enabling the ecosystem whether via distribution or our platform capabilities. That’s critical when selecting a partner for OTT monetization.”

OTT Smart Auction is also the first solution to be integrated with Verizon Media Platform’s Smartplay Prebid solution. Verizon Media Platform powers websites, apps and OTT video services for many of the world's largest publishers, media companies and enterprises. Smartplay Prebid is a server-side integration that exposes inventory directly to OTT Smart Auction and utilizes Smartplay’s server-side ad insertion (SSAI) capability to provide a seamless transition between content and ads on any device or platform.

“As an end-to-end, full-stack technology partner, we can uniquely support publishers and advertisers in unlocking the full value of premium longform and on-demand OTT video,” said Markman. “We’ve brought together all the pieces you need, whether you’re a publisher or an advertiser, in one integrated platform, ensuring seller and buyer optimization and efficiency.”

About Verizon Media
Verizon Media, a division of Verizon Communications, Inc., houses a trusted media ecosystem of premium brands like Yahoo, TechCrunch and HuffPost to help people stay informed and entertained, communicate and transact, while creating new ways for advertisers and media partners to connect. From XR experiences to advertising and content technology, Verizon Media is an incubator of innovation and is revolutionizing the next generation of content creation in a 5G world.

VERIZON’S ONLINE MEDIA CENTER: News releases, stories, media contacts and other resources are available at www.verizon.com/about/news/. News releases are also available through an RSS feed. To subscribe, visit www.verizon.com/about/rss-feeds/.

Media contact:
Christina MacDonald
Christina.MacDonald@verizonmedia.com
617-240-9181

FAQ

What is OTT Smart Auction by Verizon Media?

OTT Smart Auction is a new solution launched by Verizon Media that enables real-time bidding for ad inventory, allowing programmatic demand to compete with reserved demand.

When was OTT Smart Auction launched?

OTT Smart Auction was launched on September 15, 2020.

How does OTT Smart Auction benefit publishers?

It increases revenue by allowing ad inventory to be sold at its true value through real-time competitive bidding.

What market is OTT Smart Auction targeting?

It targets the rapidly growing ad-supported longform video market, projected to double in the next three years.

How does OTT Smart Auction improve advertising experiences?

It optimizes ad delivery for longform content with advanced features like ad deduplication and frequency capping.