Telaria launches ‘first complete video ad platform’ for OTT

Video supply-side platform Telaria has launched what it says is the “first complete video ad management platform” for over-the-top (OTT) TV.

The platform includes an ad server designed for advanced TV, which Telaria defines as OTT or streaming video through a phone, laptop or internet-connected TV, as well as live-data visualization, diagnostics and a decisioning engine for guiding campaign decisions. This is the first entry into ad serving and analytics for the New York City-based Telaria, formerly known as Tremor Video.

Head of product Craig Berlingo told me that the platform handles auction or fixed rate and allows program makers, such as Hearst newspapers, Hulu or Gannett, to programmatically request ads through major demand partners like DoubleClick, the Trade Desk, Adobe Marketing Cloud, Media Math, AppNexus or others.

Or a publisher can employ the specially designed ad server for direct-sold ads. Telaria says that the ad server’s unique features include real-time reporting of performance, as well as transcoding of creative assets to four versions with varying resolutions for different screen sizes.

An “ad pod” can be assembled with the platform’s help for a given inventory, such as a 90-second block, with rules so that the viewer doesn’t see the same ad four times in a row. Also onboard: yield management designed specifically for OTT, audience targeting by program type and IP address, and business rules for brand safety.

Here’s a screen from the inventory dashboard:

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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