News Corp’s market-first programmatic performance play for video

• News Corp Australia’s digital network reaches 12.8 million Australians.

News Corp Australia and software platform Telaria have partnered to develop an Australian-first cost-per-completed-view (CPCV) programmatic solution for video.

The first-to-market, guaranteed CPCV performance based solution for programmatic video using the OpenRTB (real-time bidding) protocol, allows video inventory to be traded via a client’s demand-side platform.

News Corp Australia’s digital network reaches 12.8 million Australians. It is the leading premium publisher for online short-form video – producing more than 70m content streams a month.

As marketers increasingly invest in programmatic video, measurement criteria for this format will mature from viewability and completion rate benchmarks to performance-based models.

Jason Denny, general manager, commercial operations at News Corp Australia, said: “This capability demonstrates to clients the effectiveness of our video solutions through performance-based buying metrics.

“Our solution with Telaria provides our advertising partners with something the walled gardens of the digital platforms cannot – an efficient trading solution with independently verifiable performance measurement in a premium, trusted and brand-safe environment.”

James Young, GM Australia at Telaria, said, “For the programmatic video industry to mature, the availability of performance-based metrics from which advertisers can plan and measure their campaigns is a necessity. The ability to offer CPCV measurement will allow publishers to be more flexible with their offerings and further optimise yield for their premium inventory.”

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