About the product
Historically when it comes to CTV inventory, direct sales have taken priority over programmatic - even if the CPMs are higher. As a result, money is left on the table.
With its Unified Auction solution, Publica provides the highest performing auction engine fully adapted for CTV, enabling publishers to orchestrate a true agnostic unified auction. Publishers are equipped to run high performing, price-based auctions between SSPs and direct campaigns, increasing competition and improving yield. By offering flexibility to prioritize private or direct deals depending on their specific business needs, Unified Auction places the power and control directly back into the hands of the seller.
As an alternative to the traditional waterfall method, this solution allows publishers to sell to the highest bidder, as opposed to whichever advertiser is first in line. By engaging in an OpenRTB Auction, they gain access to more demand - and hence more competition. Pre-integrated with more than 15 of the largest video SSPs, Publica streamlines the process of connecting with new buyers and facilitates immediate revenue generation.
Contact representative:
Chaewon Jung
PMM
E: cjung@integralads.com
Spencer Wellen
Sales Development Representative
E: swellen@integralads.com
Main characteristics
| Product category | Inventory/yield management tools Inventory/yield optimization tools Order management systems (OMSs) Ad servers Reporting and analytics solutions |
| Media assets | VOD/OTT Streaming of linear TV channels Addressable TV |
| Delivery methods | Set-top-box (STB) HBBTV/ATSC on connected TVs Apps for connected TVs Apps for desktops Apps for Mobile devices Browser access |
| Target users | Sales houses/commercial branches of broadcasters (sales) Channels/stations (programming) |
| Data sources | Broadcaster first-party data Third-party data from independent data vendors and other partners Client’s data |
