Verizon Media has launched various tools aimed at expanding audiences and generating fresh revenues for broadcasters, content owners and service providers.
These include advanced advertising tools that improve transparency in the bidding process and track ad performance. Additional features that maximize audience reach and enhance live event streaming have also been announced.
On the advertising front, Verizon Media Smartplay Prebid is a server-side integration product that exposes inventory and conducts auctions faster using the prebid open-source framework. This is designed to open up content owner supply to more demand partners, allowing for fairer market competition, while giving visibility into content value with price transparency.
“Until now there has been a generally accepted order of operations in filling ad supply that has not always maximized the value of a publisher’s inventory,” said Ariff Sidi, General Manager at Verizon Media Platform. “Prebid addresses that by calling out to demand partners in an open and transparent fashion, maximizing value and providing transparency in the bidding process.”
Verizon Media is also enhancing advertising data and analytics to provide customers a deeper understanding of ad performance. Ad Data helps technical teams highlight any errors, timeouts, and tracking issues after they occur. Ad Analytics allows content publishers to identify and respond to trends in ad performance and segment data by areas such as environment, device, and demand partner.
Then to maximize audience reach, Media Control makes it easier to curate content, simulate live channels and syndicate to multiple platforms within a single platform. Channel Scheduling allows content owners to create virtual live linear experiences using assets from their VOD library, a live feed, or a live event. This eliminates the need for expensive broadcast playout technologies to curate and develop new channels for their audiences.
Output Syndication allows content owners to publish streams directly to Facebook, Twitter, YouTube, and Twitch. Future enhancements will enable content owners to add elements of personalization beyond ads and publish directly to dMVPD and OTT platforms, all of which can be done from a single user interface.
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