Singapore – PubMatic has partnered with on-demand video streaming service iQIYI through the integration of PubMatic’s OpenWrap over the top (OTT) service.
The partnership has been motivated by premium OTT streaming services’ increasing adoption of programmatic strategies. This has allowed them to optimize revenue and improve the overall advertising experience for viewers. Hence, it gained PubMatic’s OpenWrap OTT popularity.
A key feature of OpenWrap OTT and PubMatic’s unified auction solution for OTT and CTV publishers is the expanded advertiser reach, increased revenue, and improved experiences for viewers.
Meanwhile, Frankie Fu, VP of international at iQIYI, expressed excitement about the impressive outcomes of implementing OpenWrap OTT, stating, “We are thrilled with the results we’ve achieved since integrating OpenWrap OTT. We observed an immediate uplift in bid requests and overall programmatic revenue. The PubMatic team collaborated closely with our Southeast Asia and China teams to identify the most effective monetization setup for our platform, ensuring a quick and efficient implementation.”
John Martin, senior director, OpenWrap, at PubMatic, also shared that they have been supportive of iQIYI’s exploration of the programmatic landscape over the years and that they are thrilled to assist them in their role as a flourishing global streaming platform, driving revenue growth through unified programmatic auctions.
The PubMatic and iQIYI International partnership, integrating OpenWrap OTT, marks a significant milestone in advancing programmatic technology for OTT streaming. This collaboration unlocks opportunities for revenue growth, expanded advertiser reach, and an enhanced viewer experience on iQIYI’s global platform.
