Digital technology company PubMatic announced the launch of OpenWrap OTT, a header bidding solution that centralizes 100% of direct and programmatic demand while preserving a seamless TV-like viewer experience. PubMatic has delivered more than 8 years of header bidding technology, and Prebid Server-based OpenWrap OTT helps both publishers and advertisers realize the full economic potential of programmatic by optimizing monetization and viewer experience across the entire ad pod. 

By: Brittany Hainzinger | AppDeveloper Magazine.

Clients including Kidoodle.TV®, Limpid, Glewed TV, Interpublic Group (IPG) and MediaMath have already signed on to use OpenWrap OTT. Early performance results show an increase in fill rates for initial partners of more than 6x over tag integrations.

“We are excited by the added insight, scale and control we get with PubMatic OpenWrap OTT,” said Jean Fitzpatrick, vice president, marketplace solutions at Kinesso, the media and marketing technology unit of Interpublic Group. “Features like first-look access to OTT inventory across both open market and private marketplaces, new ad pod controls, and highly scaled deal flexibility will all help drive more buyer interest in OTT in the near term.”

OpenWrap OTT includes full support for connected TV (CTV), mobile and desktop devices as well as implementations like Server-Side Ad Insertion (SSAI) which are often used by premium video publishers and key to provide viewers a true TV-like experience. The technology is particularly valuable for the emerging OTT market because it removes many cumbersome dynamics of traditional TV buying and even fixed programmatic auctions.

Read the full article here.