Advanced Television

Vevo partners with Publica

November 15, 2023

Publica, a Connected TV (CTV) ad server owned by Integral Ad Science (IAS), has announced a partnership with music video network Vevo. This collaboration enables Vevo to improve their advertisers’ targeting capabilities, enhance their streamed content with a traditional TV-like viewing experience, and maximise CTV advertising revenue via the introduction of a programmatic unified auction for the premium ad slots within their streamed ad breaks.

The partnership enables Vevo to provide advertisers with enhanced buying techniques similar to those of linear TV. This includes competitive separation, frequency management and the ability to purchase the first slot within ad pods, much like standard TV commercial breaks.

“As the Vevo catalogue continues to expand, we are excited to partner with Publica to ensure that we are providing a high quality and curated best- in-class viewing experience, while ensuring that our advertising partners can effectively reach our global audience of music lovers,” said Natalie Gabathuler-Scully, EVP, Revenue, Distribution & Data Operations, Vevo. “By providing advertisers with greater control and increased transparency, they can better optimise their CTV campaigns when reaching our engaged viewers.”

“We’re excited about about our new partnership with Vevo, and we look forward to providing them with the ad decisioning technology to grow their global advertising revenues, offer outcomes to their advertisers and empower them with the ad serving capabilities to improve their streamers’ viewing experiences on CTV,” added Sean Galligan, CRO, Publica by IAS.

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