About of the product

Video and streaming TV consumption is at an all time high due to changing viewing habits. This surge has created opportunities for both streaming content publishers and advertisers, yet programmatic OTT inventory remains limited. To surmount the challenges of selling inventory via traditional methods, now is the time to choose flexible, dynamic and transparent buying models to grow OTT scale and engagement.

OpenWrap for OTT enables CTV/OTT publishers to fully maximise revenue, operational efficiency and user experience. The Prebid-powered unified bidding solution that centralises 100% of direct and programmatic demand in a server-side parallel auction. This allows response to real-time changes in viewer behavior and creates flexible opportunities for new demand, while maximising yield.

Contact representative:

Hitesh Bhatt
Director, CTV/OTT - EMEA, PubMatic
E: Hitesh.Bhatt@pubmatic.com

Main characteristics

Product categoryInventory/yield management tools
Inventory/yield optimization tools
Supply-side platforms (SSPs)
Log-on and user consent solutions, identity graph components
Data management platforms (DMPs) and customer data platforms (CDPs)
Ad insertion decisioning engines
Ad insertion stitching solutions
Ad sales and booking portals for clients, demand-side platforms (DSPs)
Automation of sales, programmatic
Private marketplaces (PMPs), open exchanges
Reporting and analytics solutions
Contextual data solutions
Media assetsVOD/OTT
Streaming of linear TV channels
Delivery methodsSet-top-box (STB)
Apps for connected TVs
Apps for desktops
Apps for Mobile devices
Browser access
Target usersSales houses/commercial branches of broadcasters (sales)
Data sourcesBroadcaster first-party data
Third-party data from independent data vendors and other partners
Client’s data
TAM/RAM data

Benefits of the product

  • Maximise revenue through unique demand:Flatten the waterfall & leverage any demand source
  • Unbiased approach with agnostic demand: No particular type of demand source gets any sort of advantage over the other
  • Drive operational efficiency and control:Get time back, with transparency to see everything
  • Deliver premium viewer experiences: Reduce latency & provide addressable signals

Client’s testimonial

"PubMatic’s OpenWrap OTT technology prioritizes the viewer experience while also delivering header bidding auction dynamics that can help us maximize ad performance for our clients. We’re also thrilled that PubMatic’s solution is built on Prebid, which allows for more transparency, flexibility, and integration opportunities so we can continue providing a safe streaming environment for families."

--- Daniel Riddell, CTO, Kidoodle

Additional resources

Agency Scales OTT Reach 14x from PubMatic Unified Auctions (case study)

In order to determine the efficiency and scale benefits of OTT header bidding, a leading agency conducted a head-to-head test of PubMatic’s OpenWrap OTT header bidding wrapper and a tag-based integration from video- and CTV-specialist another SSP that specializes in video and CTV. Both deals were set up via a single Deal ID from the same publisher for testing consistency. PubMatic’s OpenWrap OTT header bidding wrapper outperformed the tag-based integration across all categories for this agency.

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Features, success stories & resources

More information about OpenWrap can be found on Pubmatic's website.

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