Digital advertising technology company, PubMatic, has announced that it is expanding OpenWrap, a first Prebid-based enterprise wrapper solution, to support OTT and CTV inventory.
Building upon OpenWrap’s success on desktop, mobile and in-app, publishers can now programmatically monetize inventory in all major addressable channels, while benefiting from the transparency and control offered by an independent, open-source solution.
Until now, multiple, disparate wrapper solutions have been required to implement header bidding across different channels and platforms. This has resulted in complexity, buying inefficiencies, inconsistent reporting, and lost monetization opportunities. Proprietary wrappers and header bidding solutions from walled gardens further compound ecosystem challenges around transparency and control.
OpenWrap simplifies workflows by managing omni-channel programmatic inventory in a single wrapper. This allows publishers to better monetise all inventory, especially high-value video and advanced TV assets. Additionally, PubMatic is introducing a range of fee models, allowing publishers to choose the option that best suits their business, be that revenue share or a platform-based license model.
“Solutions allowing publishers to sell more advertising, achieve greater revenues, remove complexities and gain better control through transparent workflows are essential to ensure a vibrant sell-side.” said Frankly Media SVP of sales Kevin Webb.
“Not only does this benefit publishers but it enables buyers to achieve what they are asking for – effective cross-channel targeted campaigns. It’s a classic win-win situation for both sides.”
With agencies and advertisers looking towards partner and platform consolidation to gain efficiencies and control, buyers are favouring single solutions that can deliver holistic audience and investment management. OpenWrap allows buyers to access premium audiences and brand safe supply across all addressable formats, enhancing reach and maximising OTS (Opportunity to See), resulting in improved audience targeting and media performance. This all helps drive increased buyer trust in digital advertising.
“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,” comments PubMatic vice president video Jonas Olsen.
“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.”
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]