Auction company 

Publica to Provide CTV SSAI and Unified Auction Services for Hearst Television

As a demand-independent CTV ad server, Publica helps global publishers deliver a seamless advertising experience through the introduction of server-side ad insertion (SSAI), while also helping publishers maximize revenue by running a unified auction across multiple SSPs and Ad Exchanges.

Through this relationship with Publica, Hearst Television will provide advertisers with enhanced buying techniques similar to those of linear television. This includes competitive separation, frequency management, and the ability to buy the first slot in ad modules – much like standard TV commercial breaks.

Key Publica technology features Hearst Television has implemented include:

  • Server-side ad insertion (SSAI) Gives Hearst Television the ability to deliver a continuous stream of CTV content and ads, with granular controls to optimize each slot based on revenue per second in the module.
  • Advanced Decision on Ad Modules — Gives Hearst Television the ability to guarantee an advertiser first module placement and own one module per brand category, which facilitates competitive separation and buy-side frequency management.
  • Unified Auction — Enables Hearst Television to run a controlled, unified auction of all demand sources to extract the best performing ad per placement in each streaming module. Hearst Television also uses the Publica ‘Live Logs’ feature to enable real-time transparency into each of the programmatic auctions in which the company’s inventory is netted; this allows Hearst Television to optimize performance and data strategies in real time to ensure it does not lose demand for supply path optimization (SPO).

Publica recently helped the IAB Tech Lab develop the new protocols that bring increased security and targeting to streaming ad breaks through the introduction of OpenRTB 2.6, as well as ads.cert 2.0 which secures SSAI practice. By implementing Publica CTV ad decision technology, Hearst Television can ensure that its CTV inventory is targeted and served in the most secure way possible, giving its advertisers the controls and transparency they need.[TC1] .

“We are thrilled to partner with Hearst Television and provide them with the ad decision technology to increase their global ad revenue, and to equip Hearst Television with the SSAI capabilities to enhance their streamers’ viewing experiences on CTV,” said Ben Antierco-founder and CEO, Publica.

“Publicica’s Unified Bidding and SSAI technology allows us to achieve two critical goals; deliver the best and most relevant experience to viewers, while providing safe and efficient solutions to our advertisers,” said Jonathan SumberVice President of Digital Sales, Hearst Television.

To learn more about Hearst, please visit https://www.hearst.com/broadcasting

To learn more about Publica, visit https://getpublica.com/

About Hearst Television

Hearst Television owns and operates 33 television stations and two radio stations serving 26 media markets in 39 states and reaching more than 22 million US homes. Through its partnership with nearly every major network, Hearst Television distributes national content on nearly 70 video channels, including programs from ABC, NBC, CBS, CW, MY Net, MeTV, Estrella and more. Radios are leaders in Baltimore listens to news/talk and rock music. Its Hearst Media Production Group unit produces original programming on linear and streaming platforms for national and international distribution. Its Very Local app, free to download on home OTT devices and available on popular streaming services, provides 24/7 access to local news, weather and an array of local and regional programming. Hearst Television is recognized as one of the industry’s leading companies and has received numerous awards for its distinguished journalism, industry innovation and community service. Hearst Television is a wholly owned subsidiary of Hearst.

About Publica

Publica is a leading Connected TV (CTV) advertising platform and works with many of the world’s largest broadcasters, TV manufacturers and OTT apps. Based in Palo Alto, Publica provides solutions for publishers to maximize revenue on their CTV inventory through key solutions including unified bidding, ad module management, audience management and server-side ad insertion ( SSAI). Publica serves over 5 billion ads on CTV every month, delivering premium ad experiences for Crunchyroll, EW Scripps, Fox, IGN, MLB, Philo, Samsung, ViacomCBS, XUMO, and more. Publica is owned by Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality. For more information, visit https://getpublica.com/

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SOURCE Integral Ad Science, Inc.

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