Verizon Media has launched a range of capabilities to enable broadcasters, content owners and service providers to grow audiences and monetize content in new ways. 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.
Verizon Media Smartplay Prebid is a server-side integration that exposes inventory and conducts auctions faster with more demand partners using the prebid open-source framework. This low-risk solution is easy to implement and opens up content owner supply to more demand partners, allows for fair market competition, and provides 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.