PubMatic (Nasdaq: PUBM), a frontrunner in the independent digital advertising technology sector, and iQIYI International, a prominent on-demand video streaming platform known for its diverse Pan-Asian content, have unveiled the strengthening of their partnership. This strategic collaboration is propelled by the integration of PubMatic’s cutting-edge solution, OpenWrap OTT, aimed at reshaping the future of the digital advertising supply chain.
Embracing the Programmatic Wave
The premium OTT streaming services landscape is gradually gravitating towards programmatic models, a shift that facilitates revenue maximisation, inventory exposure to a broader array of advertisers, and a more refined viewer ad experience. The rise in demand for unified auction solutions, consequently, is hardly surprising.
OpenWrap OTT – The Gamechanger
OpenWrap OTT, a flagship product of PubMatic, is a comprehensive unified auction solution designed for OTT and connected TV (CTV) publishers. It allows publishers to command higher yields through the consolidation of demand, brand-safe private marketplaces, and customised deals. The solution further optimises ad pods to deliver a TV-like experience, which augments user engagement, enhances viewer experience, and broadens revenue avenues.
iQIYI’s Success Story
iQIYI International, deploying avant-garde technology, has consistently delivered customised premium content ranging from drama series and movies to variety shows and anime to a global audience. The implementation of OpenWrap OTT has catalysed a stunning sixfold increase in iQIYI International’s programmatic revenue.
Frankie Fu, VP International at iQIYI, has expressed immense satisfaction with the outcomes post the OpenWrap OTT implementation. According to Fu, there has been an immediate boost in bid requests and total programmatic revenue. PubMatic’s collaboration with iQIYI’s Southeast Asia and China teams, Fu points out, has been instrumental in identifying and implementing the optimal monetisation framework for their platform swiftly and efficiently.
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John Martin, Senior Director, OpenWrap, at PubMatic, has mirrored the positive sentiment. He notes PubMatic’s continued support for iQIYI as the latter increasingly ventures into the programmatic arena. He highlights their role in aiding iQIYI’s evolution as a burgeoning global streaming platform while maximising revenue via unified programmatic auctions.
For more insights into iQIYI’s triumphant journey with OpenWrap OTT, click here.
