Aiming to allow publishers to benefit from an increased ability to monetise over-the-top (OTT) audience inventory in an increasingly key segment, ad tech leader YuMe has launched its Connected TV (CTV) SDK.
Initially integrating with mass streaming media devices such as Amazon Fire TV and Apple TV, the development kit is designed to allow publishers to engage audiences with TV-like, full screen ad experiences on connected devices, delivering CTV ad campaigns programmatically. It is said to offers publishers and advertisers key benefits such as the increased ability to monetise premium inventory, easy integration with leading video players, and publisher support.
“The future of TV is connected. CTV combines the targeting power of digital with the scale and reach of traditional TV,” explained YuMe senior vice-president of product Venkat Krishnan. “YuMe pioneered the CTV market with CTV integrations with LG and Samsung in 2011. Since then we have continued to innovate with data-driven targeting capabilities and deeply engaging ad formats. Our latest SDK unlocks valuable data that allows CTV publishers to better monetise their inventory and advertisers to target the right audience with their message to deliver higher brand ROI.”
AVOD service Popcornflix — which has applications across Roku, Amazon FireTV, AppleTV, Xbox One, PlayStation, iOS, Android and other OTT devices — is the first publisher to activate CTV campaigns with the new YuMe solution. “Our partnership with YuMe is fundamentally changing the way we monetise CTV inventory,” said director of digital product Ben Saxton. “We’re able to tap into greater demand from an expanding range of CTV platforms, and seamlessly deliver new highly engaging interactive ad experiences. The YuMe CTV SDK allows us to execute unified campaigns across platforms and deliver higher value to our advertisers. It’s a win-win for us and our advertisers.”