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Unruly and The Trade Desk forge 'viewable' video inventory partnership

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By Charlotte McEleny, Asia Editor

April 19, 2016 | 2 min read

Unruly has inked a deal with demand-side platform The Trade Desk to link inventory, via its viewable supply-side platform UnrulyX.

It means that brands using The Trade Desk’s platform will be able to bid on placements across Unruly’s publishers using its open exchange and private marketplace.

Viewability is a major concern for brands who are keen for publishers to allay worry around the wastage of spend on ads that are never seen by people. According to Unruly, it’s definition of ‘viewable’ for UnrulyX is that “the ad does not begin to play unless 50 per cent of the creative is in-view and always allows the user to skip the ad”.

Unruly co-chief exectuive Scott Button, said: “In this day and age of ad blocking and evolving client concerns, advertisers cite viewability as a top challenge, while consumers want to be in control of their advertising experience. UnrulyX uniquely supports both of these often conflicting goals by offering user friendly ad formats which are viewability-initiated.

“The Trade Desk’s clients can be assured that their placements are viewable because our formats only begin to play when they are 50 per cent in-view on premium sites. They are user friendly because we never force the ad view and people can easily skip the ads,” he added.

The deal is a global, where both businesses are active, including the US and APAC. It was unveiled during Advertising Week Europe in London today. To see full coverage of the event, visit The Drum’s dedicated Advertising Week Europe Hub.

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