March 3rd, 2015
Video Reach is our new programmatic video advertising offering, specifically designed for trading desks and TV brand advertisers. Video Reach enables them to complement their digital video buys with the efficiency, TV-scale reach and accuracy of programmatic video buying. Video Reach is a premium programmatic offering and serves as a trusted supply source for high-quality, 100 percent in-stream multi-screen video advertising inventory. So yes, as you mentioned, you can think of it as a SSP for a trading desk.
Delivery of premium video advertising inventory programmatically is a natural business extension for YuMe and driven by the need for improved efficiencies around planning and buying multi-screen video advertising inventory. TV brand advertisers buy network and cable in primetime and other day parts to maximize reach and optimize costs. Similarly, TV, Connected Audience Network and Video Reach combined extends the options for reaching audiences with different capabilities and costs.
Seeing the growing need for programmatic premium from brand advertisers, we’ve developed Video Reach. We anticipate Video Reach will appeal to both trading desks and TV brand advertisers who are looking for efficiency, scale and first-party targeting, across all screens, as well as some existing YuMe customers, who wish to diversify their video buys. We believe the launch of Video Reach to be a complement to our Connected Audience Network, allowing us to serve distinctive needs across the campaign objectives of any brand campaign. This is a natural consequence of the consumer increased share of time spent on digital screens vs. traditional TV, brands require a variety of channels to reach their increasingly fragmented audience.
SDK-based technology allows for utilization of advertisers’ data for audience targeting. Video Reach advertisers can use their own audience data and leverage our first-party audience data we gather via multi-screen SDKs to take audience targeting to the next level. Our framework is flexible to accept a variety of audience data to cater the needs of brand advertisers for finding connected audiences across platforms.
Our SDK-based, first-party data driven audience targeting technology removes the dependency on cookie-based targeting and eliminates the privacy concerns.