Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Cedato launches Video Supply Path Optimization in its new premium marketplace

Cedato launches Video Supply Path Optimization in its new premium marketplace

The Tel Aviv-based video ad platform says this is the first SPO for video.

Barry Levine on October 20, 2017 at 10:12 am | Reading time: 2 minutes

Cedato is out today with an open version of its private video ad supply-side marketplace, along with what it says is the first supply path optimization (SPO) for video ads.

The video ad platform’s previous marketplace was a private one for its own clients. That’s now called Cedato X Direct, and the new open marketplace — featuring premium inventory — is branded as the Cedato X Marketplace.

But the Tel Aviv-based company is pointing to its new, built-in Video Supply Path Optimization (VSPO) as a key differentiator.

Chief Marketing and Business Development Officer Dvir Doron told me the VSPO is designed to make life easier for demand side platforms (DSPs).

Especially in header bidding situations, he said, DSPs might be offered the same impression from 10 to 20 different exchanges or networks. And the impression might have been passed from an exchange to a network to another exchange for bids and sub-bids, adding as many as four additional hops that increase latency.

It also increases the DSP’s Queries Per Second (QPS), a key measurement of efficiency in responding to bid requests. The higher the QPS, the higher the server load — and the higher the DSP’s operating cost.

Doron said that Cedato’s VSPO eliminates the problem of multiple sources for the same impression bid request to DSPs, and it reduces the number of hops to no more than one. This shortest path with no duplicates, he said, can reduce the DSP’s cost of winning a bid for an impression by 60 to 70 percent.

Header bidding for its video ads takes place in the Cedato video player, since video ads don’t have a header like a web page. Doron noted that header bidding is often the “root cause” of duplicate sources for impressions, because the competing exchanges can have some of the same DSPs, although such duplication can also exist in waterfall bidding. Cedato’s VSPO, while designed to make video header bidding more efficient, can be used for any video ad bidding situation.


New on MarTech

    Webinar: What ad channels work best for your brand?
    Governing AI: What part should marketing play?
    Attentive launches text-to-buy solution with Shopify’s Shop Pay
    Invoca announces new integration with Five9
    10 reasons you should attend MarTech online (for FREE!)

About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Customer & Digital Experience

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

SEO Recon: The What, Why, and How for Building Amazing Links

Unlock the Cutting-Edge Potential of QR Codes

Why Finding the Right Platform is the Key to Winning in Email Marketing

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

5 Steps: How Marketing Leaders Succeed with Digital Work Management

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.