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Unruly launches new content-level targeting solution


Singapore – Global video and CTV programmatic advertising platform, Unruly, has launched its new content-level targeting solution that standardizes attributes across genre and rating segments, enabling scaled buying on premium video content, as spend moves from linear to digital. The new solution will serve publishers who are increasingly looking to meet buyers’ needs for contextual targeting opportunities.

At launch, 26 segments will be supported based on content attributes, such as content genre and rating. With this, Unruly’s proprietary methodology will be evaluating the direct publisher partner data and simplifying the content-level attributes into scalable deals for buyers.

Moreover, the publishers can leverage Unruly’s Private Marketplace (PMP) platform, CTRL, to package inventory to more effectively meet growing buyer demand for privacy-conscious, publisher first-party targeting solutions across CTV and video. In turn, buyers gain scaled access to deals leveraging TV-like content attributes passed through the bidstream. They can activate through Unruly’s direct DSP integrations and via Tremor Video, the demand side of Tremor International’s end-to-end platform.

Karim Rayes, Tremor International’s chief product officer, shared that interest in OTT ad opportunities grows year-over-year, which leads publishers to meet buyer needs for contextual targeting opportunities on OTT supply but lack the framework to pass this content data in standardized ways.

“Content-level targeting gives publishers control over the segmentation and packaging of their inventory, but it ultimately brings benefits to both sides of Tremor’s end-to-end platform. Standardizing content in this way maximizes publishers’ inventory value, while buyers can broaden CTV campaigns across their desired categories,” said Rayes.

Unruly has also announced its plan to further expand support for content attributes in the coming months to include language and IAB content category, in addition to providing self-service forecasting, reporting, and insights tools in support of these new attributes.

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