Blis has partnered with leading direct suppler, Telaria, to provide clients access to new premium content and audiences across global markets.
Question 1: How long have you been at Telaria and what is your role?
I’ve been Managing Director, EMEA, at Telaria for 2 years. During my time at the company, we have rebranded from Tremor Video to Telaria, sold off our DSP (so now we are a pure-play video SSP) and expanded into Europe. It’s been a busy couple of years to say the least!
Question 2: How does Telaria help solve marketer challenges?
Marketers face many challenges when buying video, at the moment transparency and fraud are at the front of their minds. Here at Telaria, it’s a priority for us to find solutions to overcome both of these challenges. We operate with total integrity and are 100% transparent with all of our fees – no hidden charges, with an SSP that allows both publishers and demand partners to pull their own reporting and thus ensure they can see where their pounds are being spent. We work with primarily premium publishers and so, along with vetting all of our sites manually, we also partner with 3rd party vendors to ensure we limit fraud on our platform. We’re so confident that we are doing the best possible job, that we’ve introduced the Fraud Fighter Guarantee. This guarantee means that we will refund any fraudulent impressions bought across our platform, so that marketers can be sure they are buying what they think they are buying.
Question 3: What benefits does the partnership with Blis bring to buyers as well as the adtech ecosystem?
Telaria’s partnership with Blis allows buyers to access Telaria’s premium inventory while using the advantages of the Blis DSP, as well as Telaria’s industry leading platform including live, real-time data, diagnostics tools and reporting. Buyer partners (DSP users along with agency buyers) can access Telaria’s live Deal Dashboard and troubleshooting tools, which ensures quick turnaround times when setting deals live across Telaria’s premium publisher partners.
Our server-to-server integration allows buyers to quickly return an ad to the publisher, resulting in a seamless ad viewing experience. Telaria is on the latest spec of OpenRTB2.5, which allows publishers to fully characterize their supply for full transparency for buyers. Telaria is then able to package up the most relevant inventory for each buying circumstance. Packages including high viewability, completion rate, content verticals and demographic data are all a part of Telaria’s standard packages. Telaria also regularly curates custom packages for buyer partners for specific campaign needs.
Question 4: What advertising trends do you predict for 2018?
At Telaria, we believe CTV is going to be one of the most talked about trends in 2018. We’ve found that the levels of CTV advertising across the globe differ vastly – from the UK to France, Australia to the USA, we’re all at varying levels of adoption.
Question 5: If there was one piece of content you think every marketer should read, what is it? (Other than this blog post of course!)
Because we think CTV is going to be so important to the advertiser community, we think the content we’ve developed that educates and outlines the CTV opportunity should be required reading. We’ve been touring around agencies and marketers showcasing our CTV University program – if you want to be involved please do reach out to the Telaria team!