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Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
Andrew McKean
By Andrew McKean
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Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content.

Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating.

The solution brings standardisation to the programmatic Over-the-Top TV (OTT) and CTV ecosystem.

This will serve publishers who are increasingly looking to meet buyers’ needs for contextual targeting opportunities, as spending moves from linear to digital environments.

At launch, 26 segments are supported based on content attributes such as content genre and rating.

Unruly’s proprietary methodology evaluates the direct publisher partner data and simplifies the content-level attributes into scalable deals for buyers.

But publishers can also leverage Unruly’s Private Marketplace (PMP) platform, CTRL, to package inventory.

This more effectively meets growing buyer demand for privacy-conscious, publisher first-party targeting solutions across CTV and video.

In turn, buyers gain scaled access to deals leveraging TV-like content attributes passed through the bidstream.

Buyers can activate through Unruly’s direct DSP integrations and via Tremor Video, the demand side of Tremor International’s end-to-end platform.

“As interest in OTT ad opportunities grows year-over-year, publishers want to meet buyer needs for contextual targeting opportunities on OTT supply but lack the framework to pass this content data in standardised ways,” said Karim Rayes, chief product officer, Tremor International.

“Content-level targeting gives publishers control over the segmentation and packaging of their inventory, but it ultimately brings benefits to both sides of Tremor’s end-to-end platform.”

Unruly is planning to further expand support for content attributes in the coming months to include language and IAB content category, in addition to providing self-service forecasting, reporting and insights tools in support of these new attributes.

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