Adech supply-side platform PubMatic is expanding OpenWrap, a first Prebid-based enterprise wrapper solution, to support over-the-top (OTT) and connected TV (CTV) inventory.
OpenWrap, which has been available on desktop, mobile and in-app, will allow publishers to programmatically monetize inventory in all major addressable channels including video and advanced TV assets.
Advertisers will be able to consolidate their digital ad supply and point the direction of their ad spend to premium media environments and away from the walled gardens.
Creating a single adtech stack, OpenWrap will simplify workflows by managing omni-channel programmatic inventory in a single wrapper.
This will remove complexity, buying inefficiencies, inconsistent reporting, and lost monetization opportunities that previously occurred from having multiple, disparate wrapper solutions required to implement header bidding across different channels and platforms.
“Video advertising is a key driver of digital growth and we’re experiencing a 300% year-on-year rise in platform spend across video from our premium publishers,” says Jonas Olsen, vice president, video at PubMatic.
“Advertisers want to take advantage of the opportunities digital can deliver, especially for brand building. By doing away with the traditional complexities that have been holding back advertising, OpenWrap makes it easier to buy and sell quality inventory cross channel, allowing digital advertising, especially video advertising, to achieve its full potential.”
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