Building on the successful Publica by IAS and
Samsung Ads partnership, Samsung Ads has renewed its exclusive
partnership with Publica to power their global CTV ad
serving.
NEW
YORK, Sept. 14, 2023 /PRNewswire/ -- Publica, a
leading Connected TV (CTV) ad server owned by Integral Ad Science
(IAS), today formally announced their renewed global partnership
with Samsung Ads, powered by proprietary ACR data, a leading
provider of advanced TV advertising solutions to some of the
world's biggest brands. This collaboration enables Samsung Ads to
enhance its streamed content with a traditional TV-like viewing
experience, while maximizing CTV advertising revenue via the
introduction of a programmatic unified auction for the premium ad
slots within their streamed ad breaks.
CTV advertising is escalating rapidly and poised to grow in 2023
to $25.9 billion, according to
GroupM's mid-year forecast.
Advertisers have programmatic access to Samsung Ads Connected TV
(CTV) inventory on Samsung's free ad-supported streaming
service, Samsung TV Plus.
As a demand agnostic CTV Ad Server, Publica helps global
publishers and TV manufacturers deliver a seamless ad experience
via the introduction of Server-Side Ad Insertion (SSAI), while also
helping publishers maximize revenue by running a unified-auction
between multiple SSPs and ad exchanges.
Through this relationship with Publica, Samsung Ads is providing
advertisers with enhanced buying techniques similar to those of
linear TV. This includes competitive separation, frequency
management and the ability to purchase the first slot within ad
pods – much like standard TV commercial breaks.
Key Publica technology products that Samsung Ads has implemented
include:
- Advanced Ad Serving — Samsung Ads has the ability to deliver
advanced CTV ad breaks with the granular controls required by
advertisers to target, and with the ability to optimize each slot
by revenue per second within the pod.
- Advanced Ad Pod Decisioning — Gives Samsung Ads the
ability to guarantee an advertiser first pod placement, and own a
pod by brand category, helping with competitive separation and buy
side frequency management.
- Unified Auction — Enables Samsung Ads to run a controlled,
unified auction of all demand sources to extract the highest
yielding ad per slot in each streaming ad pod. Samsung Ads is also
using the Publica 'Live Logs' feature to enable real time
transparency into each of the programmatic auctions within which
the company's inventory is cleared; this permits Samsung Ads to
optimize yield and data strategies in real time to ensure they do
not lose demand to supply path optimization (SPO).
Publica by IAS has been instrumental recently in helping the IAB
Tech Lab to build out the new protocols that bring increased
security and targeting to streaming ad breaks via the introduction
ofOpenRTB 2.6, and alsoads.cert 2.0 that secures the practice of
SSAI. In implementing Publica CTV ad decisioning technology,
Samsung Ads can ensure its CTV inventory is being targeted and
served in the most secure way possible, providing its advertisers
with the controls and transparency they require.
"We're excited to renew our partnership with Samsung Ads and
provide them with the ad decisioning technology to grow their
global advertising revenues and empower Samsung Ads with the ad
serving capabilities to improve their streamers' viewing
experiences on CTV," said Sean
Galligan, CRO, Publica by IAS.
"As consumer viewing behaviors continue to rapidly evolve and
shift towards streaming, it's critical that our ad serving
technology is equally evolved and sophisticated," said Craig Chinn, Vice President, Programmatic,
Samsung Ads. "By expanding our successful partnership with Publica,
we ensure a high-quality experience for viewers while also
delivering advertisers the control and transparency needed to
effectively reach CTV audiences."
About Samsung Ads
Samsung Ads is Samsung Electronics' advertising ecosystem,
spanning hundreds of millions of smart devices across TV, mobile,
desktop, and beyond. Our deep understanding of consumers and
unmatched position at the intersection of hardware, software and
advertising delivers quantifiable results for brands on a massive
scale.
With the largest single source of TV data in the market,
reaching 3 in 4 U.S. households, Samsung Ads unlocks unmatched
opportunities to engage consumers during connected moments that
matter. Today, Samsung Ads serves over 25 countries around the
globe.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's software
provides comprehensive and enriched data that ensures ads are seen
by real people in safe and suitable environments, while improving
return on ad spend for advertisers and yield for publishers.
Publica by IAS is a leading Connected TV (CTV) ad platform that
works with many of the world's biggest broadcasters, TV
manufacturers, and OTT apps, providing solutions to maximize their
revenue across their CTV inventory. For more information on Publica
by IAS, visit getpublica.com
CONTACT: press@integralads.com
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SOURCE Integral Ad Science, Inc.