Coull, one of the fastest growing video advertising technology companies in the UK, has today partnered with advertising exchange PubMatic to create the world’s first programmatic Private Marketplace (PMP) for in-video overlay advertising. The pioneering partnership will enable advertisers to deliver highly-tailored in-video overlay campaigns on a global scale across Coull’s established network of media partners in over 180 markets.
Programmatic ad spending is expected to grow globally from $230.3 million in 2013 to $14.2 billion by 2018 according to a report by IDC, and is fast becoming the predominant method of buying and selling digital media and advertising. Publishers and advertisers are all clamouring for their slice of the pie.
With a finite pool of premium pre-roll advertising inventory available, Coull’s unique overlay ad unit enables brands to deliver their creative within the stream of high-quality video content from media companies, a number of which have already signed up for the new marketplace. For these media companies, Coull’s innovative overlay ad format and the PubMatic partnership create a lucrative additional revenue stream using their existing video content.
Coull’s network of video inventory currently stands at just over 6 billion video views per month across 180 markets, and is growing rapidly. The company’s technology platform analyses video content to deliver advertising that is contextually relevant, benefiting user experience and increasing brand engagement for advertisers and the revenue delivered for media partners.
PubMatic is a technology platform that powers the programmatic advertising strategy of leading publishers and premium brands across display, mobile and video formats.
“We’ve always believed that a sustainable digital economy relies upon a value exchange between the publisher, the advertiser and the user,” said Irfon Watkins, Coull Founder and CEO. “This partnership gives marketers a way to deliver targeted ads within the stream of premium video content, generating an additional source of revenue for our media partners and ensuring users are served ads that are relevant to the content experience they’re having.”