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
Website:
https://pubmatic.com/products/openwrap-ott/
Main characteristics
| Product category | Inventory/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 assets | VOD/OTT Streaming of linear TV channels |
| Delivery methods | Set-top-box (STB) Apps for connected TVs Apps for desktops Apps for Mobile devices Browser access |
| Target users | Sales houses/commercial branches of broadcasters (sales) |
| Data sources | Broadcaster 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.
Features, success stories & resources
More information about OpenWrap can be found on Pubmatic's website.