By Tim Maytom
Audience technology firm YuMe has launched a programmatic video marketplace for agencies, advertisers and publishers, offering both demand- and supply-side platforms and powered by the company’s data management platform.
The marketplace, announced at Cannes Lions, offers two distinct products – one for advertisers and one for publishers. For advertisers, the demand-side platform provides advanced multi-screen audience reach capabilties and access to YuMe’s video ad supply, as well as other major video marketplaces. In addition, it gives advertisers the benefits of YuMe’s proprietary media offerings, including interactive ad units and audience targeting solutions.
For publishers, the release marks the evolution of YuMe’s monetisation platform into a real-time bidding auction marketplace with ad-serving, yield management, publisher analytics and supply-side platform functionality.
“Our full-stack programmatic platform offering will go beyond simply automating media transactions to provide truly multi-screen audiences and preemptive brand safety that’s largely lacking in today’s programmatic video landscape,” said Jayant Kadambi, co-founder and CEO of YuMe. “We believe this combination is unique in the market and favourably positions us to capture more TV ad dollars as they begin migrating to programmatic digital video.”
Source:: Mobile App News