Unruly launches content segments to ‘standardise’ digital programmatic

Unruly, the global programmatic video advertising platform, has introduced a content-level targeting solution in an effort to “standardise” programmatic buys for over-the-top TV and CTV.

This change introduced 26 segments like content genre and rating similar to linear TV inventory, so buyers can contextually target and purchase premium video content at scale.

Buyers can buy ads through Unruly’s direct display side platform integrations as well as through Tremor Video, the demand side of Unruly’s parent company Tremor International’s end-to-end platform.

The update will also benefit publishers as it simplifies their content-level attributes, making them more attractive to buyers and meeting “growing buyer demand for privacy-conscious, publisher first-party targeting solutions across CTV and video”.

Publishers will also be able to use Unruly’s private marketplace platform, CTRL, to “package inventory” more effectively for buyers.

Karim Rayes, chief product officer at Tremor International said: “Standardising content in this way maximises publishers’ inventory value, while buyers can broaden CTV campaigns across their desired categories.”