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Ooyala, a Telstra subsidiary and specilaist in premium video publishing, analytics and monetisation, has released the company’s first integration of its video and ad tech platforms, bringing advanced advertising capabilities to the Ooyala video player. Specifically designed to take advantage of key features in Ooyala’s ad serving platform, a new plugin available immediately to all Ooyala customers includes a host of new solutions including anti-ad blocking technology, sequencing for storytelling, audience targeting for ad personalisation and rich customisation capabilities. This integration, available now, comes just six months after Ooyala’s acquisition of Videoplaza.
Ooyala’s new anti-ad blocking technology is an important new means of unlocking significant revenue by preventing the use of third-party ad blockers, which keep video ads from displaying. Since December 2014, five major European premium publishers using this new and now publicly available feature consistently unlocked more than 90 million ad impressions per month that were previously blocked and otherwise could not have been monetised. As a result, the customers saw well more than $1 million of additional – or previously lost revenue – per month due to Ooyala’s new anti-ad blocking functionality. The feature also ensures more accurate reporting of ad impressions for advertisers.
Jonathan Wilner, vice president of product at Ooyala said, “This is a major step forward for Ooyala customers as we weave our ad tech into our widely adopted personalised video platform. It provides an entirely new value-add for our customers as they begin to see how key components of our advertising technology stack can impact audience engagement and improve profitability when used in conjunction with our video platform.”