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 of OpenRTB 2.6 , and also ads.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

Powered by data from Scope3, the research found newly introduced pod bidding feature drives further efficiency and sustainability throughout the CTV advertising supply chainNEW YORK, June 16, 2023 /PRNewswire/ -- Publica by IAS, the market-leading Connected TV (CTV) ad-server, in partnership with Index Exchange and The Trade Desk, today released research findings powered by Scope3 data about the benefits of adopting OpenRTB 2.6 and pod bidding to support sustainability in programmatic CTV advertising.The collaborative research uncovered an 84% drop in ad selection carbon emissions when CTV ad space was purchased from a programmatic supply chain using OpenRTB 2.6's pod bidding versus an older OpenRTB protocol.OpenRTB 2.6 was developed by IAB Tech Lab and their members, including Publica by IAS and Index Exchange. The newly updated specifications allow CTV streaming publishers to present their inventory more accurately, giving buyers the flexibility to respond to bids in a way that will maximize their chances of winning an auction, and ultimately driving an improved viewer experience. OpenRTB 2.6 also introduces pod bidding, a breakthrough feature that allows advertising technology platforms to merge several requests down to a single request.This research comes at a time when sustainability is a key focus for the digital advertising sector. Marketers are asking to work with technology partners that can help them to better understand the environmental impact of their digital advertising practices, and the trillions of impressions that flow back and forth between advertising platforms requiring a high amount of computational power to transact programmatically, even when the ad slot is not filled."We are excited to be able to demonstrate the value that OpenRTB 2.6 can bring to those on both the buy and sell sides of CTV. Not only does OpenRTB 2.6 reduce repetitive ads, enhance targeting and transparency, but it also reduces a marketer's carbon output when they buy CTV inventory from publishers who are working with ad servers, SSPs, and DSPs who are now supporting this latest spec from IAB Tech Lab," said Publica VP Product James Wilhite, who was one of the architects of the latest OpenRTB 2.6 protocols."We're thrilled to see the Programmatic Supply Chain Working Group contributors not only adopting OpenRTB 2.6, but helping to make a business case for why others in the industry should adopt it as well," said Jill Wittkopp from IAB Tech Lab."OpenRTB 2.6 helps improve everything in the adtech bid stream," said Will Doherty, Vice President of Inventory Partnerships, The Trade Desk. "We support the IAB Tech Lab as well as the rest of the industry to improve the ad buying experience in CTV and, perhaps more critically, reduce carbon output from that same bid stream.""We designed pod bidding support in OpenRTB 2.6 to bring linear TV-style ad breaks to streaming TV," said Rob Hazan, senior director of product, streaming TV, at Index Exchange

Publica by IAS, the market-leading Connected TV (CTV) ad-server, in partnership with Index Exchange and The Trade Desk, today released research findings powered by Scope3 data about the benefits of adopting OpenRTB 2.6 and pod bidding to support sustainability in programmatic CTV advertising.