Teads claims online video ad industry’s first viewable marketplace | Ad Tech | News | Rapid TV News
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Boosting its premium video and display advertising offer, video advertising outstream and marketplace provider Teads has rolled out a new series of viewable display units to advertisers.

teads 12sep2017With the addition of these new display units, Teads says that it is offering the industry’s first viewable marketplace consisting of premium video and display advertising inventory across all devices. It now boasts the ability to create interactive, viewable display units and engage audiences with creative placed in the heart of editorial content.

The new suite of inRead display products — including Scroller, Canvas, Swing, Slideshow and Carousel — are said to be the first viewable by design display formats, and are attributed with guaranteeing viewability for advertisers’ creatives in a brand-safe environment. Teads says that when placed into editorial content, the new display formats offer a superior user experience over other display formats and advertisers are only billed when the ad is viewable. According to viewability provider MOAT, Teads’ viewable display ads have on average, a viewability rate of 80% compared with a market average of 50%.

Teads also believes that it offers the only marketplace enabling advertisers to run sequential targeting campaigns across both display and video, within the same platform. This enables advertisers to run campaigns that cover the entire purchase journey of their customers.

Advertisers can buy viewable display units either through managed services, with guaranteed inventory, or through programmatic private marketplace deals.  Several of the industry’s leading DSPs are certified to run Teads’ viewable display formats, including AppNexus, MediaMath, Centro and DoubleClick Bid Manager.

“Current display offerings in the industry provide a poor user experience and low viewability, so we saw a huge opportunity to transform the ecosystem,” said Teads CEO Bertrand Quesada, commenting on the move. “Our new viewable display formats coupled with our hugely successful inRead video products now allow us to offer advertisers a first of its kind viewable marketplace, ensuring viewable, brand-safe, and fraud-free ad experiences.”