EX.CO ports CTV yield engine to automate programmatic auction management
EX.CO is expanding its machine-learning-based yield engine from web publishing to the CTV and digital out-of-home markets. The company aims to help CTV publishers optimize programmatic revenue through automated auction management rather than relying solely on manual sales teams.
Key Takeaways
- EX.CO expects its technology to drive 30% to 50% revenue growth for CTV programming networks.
- The platform uses real-time machine learning for dynamic pricing, bid caching, and demand selection.
- Chief Business Officer Paul Jelinek estimates the CTV programmatic market currently trails online video maturity by eight years.
- The expansion follows the company's evolution from the Playbuzz interactive content platform to a cross-channel yield technology provider.
Why It Matters
Automating the bid stream addresses a critical scalability bottleneck for mid-market CTV publishers who cannot rely solely on expanding manual sales departments. By applying mature web-based auction dynamics to the fragmented CTV space, technology providers are attempting to bridge the gap between high-value inventory and underdeveloped programmatic infrastructure. This shift signals a transition where CTV inventory management moves from static direct deals toward the high-velocity, data-driven environments seen in the open web. Watch for whether beta partners report the projected 30% to 50% revenue lift over the next two years as programmatic maturity accelerates.
Read full article at therebooting.com
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