ZypMedia teams with Telaria to bring OTT inventory to local advertisers
The company expects the move to stimulate local demand.
Programmatic demand-side platform ZypMedia announced Thursday that it will partner with video advertising platform Telaria to provide local advertisers access to premium over-the-top (OTT) video inventory.
“Working together with Telaria, we are able to bring OTT/CTV (connected TV) advertising opportunities to an underserved market, elevating the quality of digital opportunities for local advertisers,” said Ramandeep Ahuja, co-founder and CTO at ZypMedia. “This partnership bolsters our ability to connect local businesses with local audiences that are consuming more and more OTT content.”
Ahuja said the move should also stimulate local demand from Telaria’s publishers.
Why you should care
CTV advertising continues to scale, creating more opportunities for ad buyers and sellers. But due to limitations imposed by geography and budget, local advertisers don’t often get access to the kind of premium inventory they want. Partnerships, such as the one between ZypMedia and Telaria, give local advertisers the same access and buying power as large, national brands.
“We’re excited to work with ZypMedia to give local advertisers more access and scale to premium video content on a variety of screens,” said Adam Lowy, chief commercial officer, Telaria. “We look forward to making premium OTT inventory available at the local level to more advertisers who want to reach consumers through the sight, sound and motion that video offers. We are pleased to have found a partner that has been built specifically to support local advertisers who are interested in using OTT video to reach their target consumers.”
More about the news
- ZypMedia provides digital and OTT offerings to a number of large local media companies, including Sinclair Broadcast Group.
- ZypMedia is approved for all deal types on Telaria’s platform.
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