Integrations enable publishers to tap into elevated levels of global ad demand
London: Coull, the video monetisation platform for digital publishers, today announced that it is partnering with Google DoubleClick Ad Exchange, OpenX and Smaato to give Coull’s publisher clients access to global advertiser demand across their desktop and mobile video inventory.
Coull’s flagship product – Coull Vidlinkr – enables advertisers to connect with highly-engaged video audiences on premium publisher websites via a contextual, branded in-video overlay.
Google Doubleclick Ad Exchange and OpenX are two of the world’s largest ad exchanges respectively, while Smaato is one of the world’s largest mobile ad exchanges, working with 105 advertising networks and 92 demand-side platforms (DSPs).
These deals, combined with the completely new inventory enabled by Coull’s ‘Vidlink’ ad unit, create a lucrative new revenue stream for publishers looking to drive increased revenue and deliver contextual in-video advertising to their global audiences.
With over 15% of video streaming now coming from mobile and tablet devices, Coull’s proprietary technology also overcomes the technical barriers to monetising mobile video audiences. Combine that with the access to advertiser demand enabled by the deal with Smaato and publishers now have a way to realise the full potential of their video inventory.
Irfon Watkins, Coull Founder and CEO, said: “Coull’s premium video inventory is scaling rapidly, which made integration with the leading global ad exchanges an obvious choice. Opening up our contextual in-video ad unit to global advertiser demand enables us to drive revenue for our publisher partners at huge scale.”
Coull currently has access to close to 1bn video plays per month across 180+ markets globally. The average clickthrough rate of its branded in-video ads is 1.6%, reflecting the high engagement rate of contextually delivered ads.