Telaria (NYSE:TLRA), the complete software platform to manage video
advertising for premium publishers, announced two major initiatives that
will increase transparency for brand advertisers on its Video Management
Platform (VMP):
1. Log Level Auction Mechanics – provides brands and agencies with
bidding insights to inform them that auctions are operating in a fair,
clean and transparent manner.
2. Aggregated Take Rates – enables brands and agencies to have a more
transparent view of their ad spend across the supply chain.
These new initiatives, which build on Telaria’s industry-leading
transparency program, add an additional layer of clarity for buyers and
brands as they continually assess and optimize their spending across the
ecosystem, and, in the process, help brands feel more confident in
moving additional spend to digital. Telaria is the only video management
platform certified by a big four consulting firm to be 100% fee
transparent.
About Telaria’s Fees
-
Telaria’s publisher fee, based on a fixed contract, is not dependent
on the demand partner or demand activity level. -
Publisher partners are always able to see the exact bid from the DSP,
the clearing price, and Telaria’s publisher fee. - Telaria has never charged buyers fees on top of the clearing price.
“Advertisers are increasingly demanding greater transparency to ensure
every dollar they spend is going towards impactful media that moves
their businesses forward. We believe greater clarity within programmatic
is necessary for brands to continue to shift dollars to digital,” said
Katie Evans, Chief Operating Officer at Telaria. “Our conversations with
buyers strongly suggest that in the near future media spend will shift
to fully transparent inventory sources. As an independent technology
company whose mission is to power the content viewers love, we will
continue to ensure publishers are successful in monetizing their premium
content with the world’s largest brands.”
Andrew Goode, EVP, Programmatic, North America at Havas Media said, “Our
industry has evolved to the point where we expect certain baseline
levels of transparency from the partners with which we work. Telaria has
been a committed partner to us in seeking to increase clarity and
transparency for our clients and we are pleased that they will be
working with us as one of our consolidated supply partners.”
Michael Zacharski, CEO of Engine Technology and EMX Digital commented,
“Supply chain transparency contributes to a well-lit, open marketplace
where all sides can transact in a trusting and good faith manner, and it
aligns well with our Transparent Marketplace initiative to provide full
visibility into costs. Telaria’s leadership in providing additional
layers of transparency for brand advertisers is key as more and more
inventory is monetized programmatically and TV and digital merge. The
health of our business, and ultimately, of our industry, depends on it.”
About Telaria
Telaria, Inc. (NYSE: TLRA), is a complete software platform to manage
premium video advertising. We engineer the most robust suite of
analytics, automated decisioning, and integrated programmatic and direct
monetization tools in the industry. Global publishers require total
command of their business; Telaria’s independent solution empowers
unbiased decisions for the best revenue outcomes. Telaria operates out
of 13 offices worldwide across North America, EMEA, LATAM and APAC.
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