As a demand agnostic CTV Ad Server, Publica helps global publishers 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, Hearst Television will provide 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 features that Hearst Television has implemented include:
- Server Side Ad Insertion (SSAI) — Gives Hearst Television the ability to deliver a seamless stream of CTV content and ads, with the granular controls to optimize each slot by revenue per second within the pod.
- Advanced Ad Pod Decisioning — Gives Hearst Television 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 Hearst Television to run a controlled, unified auction of all demand sources to extract the highest yielding ad per slot in each streaming ad pod. Hearst Television 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 Hearst Television to optimize yield and data strategies in real time to ensure it does not lose demand to supply path optimization (SPO).
Publica has been instrumental recently in helping the
"We're excited to be collaborating with Hearst Television and providing them with the ad decisioning technology to grow their global advertising revenues, and empowering Hearst Television with the SSAI capabilities to improve their streamers' viewing experiences on CTV," said
"Publica's SSAI and Unified Auction technology allows us to accomplish two critical objectives; to provide the best and most relevant experience for viewers, while enabling safe and efficient solutions for our advertisers," said
To learn more about Hearst, please visit https://www.hearst.com/broadcasting
To find out more about Publica, visit https://getpublica.com/
Hearst Television owns and operates 33 television and two radio stations serving 26 media markets across 39 states reaching over 22 million
Publica is a leading Connected TV (CTV) ad platform and works with many of the world's biggest broadcasters, TV manufacturers, and OTT apps. Headquartered in
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