Extreme Reach launches new ad distribution platform for sell-side teams | Ad Tech | News | Rapid TV News
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Aiming to simplify what it feels is the complexity caused by the current fragmented viewership landscape, addressing the challenges faced by programmers and ad operations, Extreme Reach (ER) has launched AdBridge for Sellers.

bunkersessions ExtremeReach 4June2019Extreme Reach believes that viewer expectation of finding content they love on a myriad of screens and platforms has added tremendous complexity to sell-side workflows as teams look to ensure that quality ads align with quality content everywhere it is seen.

In addition, the company suggests that the current complexity of this workflow, industry-wide, has prompted many players to begin building their own siloed solutions that essentially act as operational walled gardens that prevent ads from being efficiently distributed and trafficked. This, in turn, argues Extreme Reach, creates significant redundancies for brands, agencies, programmers and MVPDs as it multiplies the number of requests for the same creative assets.

AdBridge for Sellers is designed to connect the buy and sell sides to simplify the distribution of ad creative to every serving point: OTT, VOD, connected TV, digital and linear TV. Using AI, the solution taps into VAST tags which can simplify campaign trafficking and also preserve the original Ad-ID through sell-side point solutions and operational walled gardens. To Extreme Reach this is a key differentiator in the sell-side workflow. Unifying inventory across all dynamic ad insertion opportunities also allows sellers to serve ads more quickly, almost in real time, into environments that have traditionally been very hard to serve into and to monetise.

“Fragmentation of audience based on new and innovative video delivery platforms is creating complexity on the sell side as ads need to be positioned everywhere,” said Bunker Sessions, VP sell-side solutions at Extreme Reach (pictured).“AdBridge for Sellers is shedding light on these challenges and the friction that exists in campaign execution on the sell-side, and delivering a true solution that ensures the industry can realise the full value of every ad impression.”