Telaria, Inc
Jan 24, 2019
Programmatic technology may have grown up transacting remnant display ad inventory, but its increasing application to deliver ads to TV screens looks a world away from the advanced tech's humble beginnings.
In this video interview with Beet.TV, video publisher ad tech maker Telaria's CEO Mark Zagorski says that "premium" publishers of video that reaches the living room demand a particular threshold of ad buy.
That is why Telaria is amongst the platform makers which offer "private marketplace' technology, allowing publishers to ringfence their ad spots to particular buyers and to set their own terms of trade.
"People like Sling and Hulu and Pluto ... are producing long form high quality content that's going on big screens," he says. "It's a different market than what you think about the SSP (supply-side platform) market is for - display ads, for example - where there are tens and tens and tens of thousands of publishers of varying quality. "In the world that we play in, this is around about serving 30, 60, 90-second ads that run in someone's living room, so the relationship that the publishers have with the advertiser in the programmatic world is very different." Zagorski was speaking after his Telaria was renewed for another two years by Hulu as a programmatic tech provider.
The online TV provider this month announced it made $1.5 billion in ad revenue last year, a rise of 45%, increasing it advertiser base by 50%. Hulu uses Telaria's VMP (Video Management Platform) - which supports decisioning, demand delivery and analytics - to measure and manage its ad monetization, and Zagorski says the relationship is getting deeper.
Jan 24, 2019
Programmatic technology may have grown up transacting remnant display ad inventory, but its increasing application to deliver ads to TV screens looks a world away from the advanced tech's humble beginnings.
In this video interview with Beet.TV, video publisher ad tech maker Telaria's CEO Mark Zagorski says that "premium" publishers of video that reaches the living room demand a particular threshold of ad buy.
That is why Telaria is amongst the platform makers which offer "private marketplace' technology, allowing publishers to ringfence their ad spots to particular buyers and to set their own terms of trade.
"People like Sling and Hulu and Pluto ... are producing long form high quality content that's going on big screens," he says. "It's a different market than what you think about the SSP (supply-side platform) market is for - display ads, for example - where there are tens and tens and tens of thousands of publishers of varying quality. "In the world that we play in, this is around about serving 30, 60, 90-second ads that run in someone's living room, so the relationship that the publishers have with the advertiser in the programmatic world is very different." Zagorski was speaking after his Telaria was renewed for another two years by Hulu as a programmatic tech provider.
The online TV provider this month announced it made $1.5 billion in ad revenue last year, a rise of 45%, increasing it advertiser base by 50%. Hulu uses Telaria's VMP (Video Management Platform) - which supports decisioning, demand delivery and analytics - to measure and manage its ad monetization, and Zagorski says the relationship is getting deeper.