So far in its evolution, header bidding – a software process revolutionizing digital ad sales – has been seen as a a seller tactic.<\/p>\n

But could the technology also be a boon for buyers?<\/p>\n

In this video interview with Beet.TV, the director of ad platforms at one of the two leading over-the-top TV device conduits says it could be.<\/p>\n

Both sides benefit<\/h2>\n

“Header bidding is probably a good solution for both the buy side and sell side,” says Roku’s Youssef Ben-Youssef.<\/p>\n

\n
• “On the buy side, an agency or a DSP will be able to access a lot of inventory, improve their reach and reduce the fact that they have to reach out to each publisher and build the relationship with them before accessing that inventory.<\/li>\n
• “On the supply side, this is one tool to help publishers sell their inventory in an efficient fashion and access a lot of demand that potentially they don’t have access to today.”<\/li>\n<\/ul>\n

  Ben-Youssef was speaking after PubMatic, an ad-tech platform vendor launched OpenWrap OTT<\/a>, its header bidding solution for over-the-top TV services.<\/p>\n

  He acknowledges that header bidding, when applied to real-time TV, poses challenges on overcoming latency issues – the kinds of challenge that such vendors are having to tackle.<\/p>\n

  Rocking Roku<\/h2>\n

  Ben-Youssef’s Roku leads the pack when it comes to share of the over-the-top (OTT) TV stick and box market, according to 2019 data from TDG<\/a> and Strategy Analytics<\/a>.<\/p>\n

  <\/p>\n

  <\/p>\n

  But Roku these days isn’t just a gateway to TV for other publishers and their advertising customers.<\/p>\n

  That deployment lead has given Roku an advantageous position both a direct ad sales house and a middleman<\/a>.<\/p>\n

  The company made $742 million in advertising and commission<\/a> in 2019.<\/p>\n

  The outfit holds first-party data on its users in unique identifiers it calls\u00a0RIDAs<\/a>, helping facilitate targeted advertising. Last year, Adobe Ad Cloud began matching marketers\u2019 own audience segments to RIDAs, meaning buyers who use Adobe as a demand-side platform (DSP) can now end up buying Roku ads more easily.<\/p>\n

  Roku also offers 15- and 30-second video commercials but also background wallpaper sponsorships, sponsored content hubs or advertiser-funded free movie nights.<\/p>\n

  Roku also operates a marketplace<\/a>\u00a0where TV networks can sell their ads to target specific audiences.<\/p>\n

  All-in on programmatic<\/h2>\n

  Roku previously\u00a0acquired dataxu<\/a>, a demand-side ad-buying platform, for $150 million, and then relaunched it as “OneView<\/a>“.<\/p>\n

  “The OneView DSP will allow advertisers and agencies to reach the Roku households, about 39.8 million active accounts today,” Ben-Youssef says.<\/p>\n

  “Thanks to the awesome device graph that we have on the DSP, you can extend that reach actually to 105 million households through executing an omnichannel platform campaign.<\/p>\n

  “We understood from the beginning that all ads eventually will be running through programmatic.<\/p>\n

  “We sell our inventory in the programmatic entity fashion, also in PMP fashion. We do not sell our inventory in the open exchange and I talk a lot to publishers on our platform.”<\/p>\n

  This is from a Beet.TV series titled “The Accelerated Evolution of Programmatic OTT” presented by PubMatic.\u00a0 for more videos please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

  So far in its evolution, header bidding – a software process revolutionizing digital ad sales – has been seen as a a seller tactic. But could the technology also be a boon for buyers? In this video interview with Beet.TV, the director of ad platforms at one of the two leading over-the-top TV device conduits […]<\/p>\n","protected":false},"author":15,"featured_media":67554,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8382],"tags":[5338,8419],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/67549"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=67549"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/67549\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/67554"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=67549"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=67549"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=67549"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}