Telaria Is First Video Management Platform to Institute Comprehensive Transparency Initiative
April 30 2019 - 8:00AM
Business Wire
Builds on platform-wide audit and reinforces
commitment to accountability and trust in the advertising
technology industry
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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version on businesswire.com: https://www.businesswire.com/news/home/20190430005101/en/
Media:Telaria, Inc.Lekha Raolrao@telaria.com(646-)
226-0254
Investor Relations:Andrew PosenVice President, Head of
Investor Relations(212) 792-2315IR@telaria.com
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