Publica launches A/B testing suite to optimize CTV ad pod yield

The shift toward programmatic CTV has outpaced the development of specialized yield management tools, often forcing publishers to apply legacy display tactics to high-value video inventory. By enabling A/B testing at the pod level, Publica allows publishers to move away from 'set-and-forget' floors toward data-driven optimizations that respect the nuances of linear-style ad breaks. This capability is critical as the industry pivots to OpenRTB 2.6, which standardizes how multi-ad pods are transacted. Watch for whether this granular control leads to a measurable decrease in 'unfilled' durations within premium ad pods by the end of 2026.

The launch of Publica’s testing suite comes as CTV ad spend is projected to reach $33.35 billion in 2025, per eMarketer. This growth is increasingly driven by a shift toward performance-based metrics and high-efficiency programmatic standards. Industry adoption of OpenRTB 2.6 has become a focal point, as trade bodies like the IAB Tech Lab emphasize that standardizing pod bidding is essential for managing competitive separation and ad duplication without manual intervention.

Following its acquisition by Integral Ad Science (IAS), Publica has expanded its footprint among major streamers, with Samsung Ads and Hearst Television recently citing the platform’s unified auction and ad serving technology as key drivers for revenue uplift. Per an August 2024 earnings report from IAS, revenue from the Publica product line increased by more than 20% year-over-year, reflecting heightened demand for specialized CTV mediation as publishers move away from traditional waterfall setups.

Competitive activity in the space is also accelerating. Magnite, the largest independent sell-side platform, launched the next generation of its SpringServe video platform in April 2025, which incorporates machine learning and AI-driven mediation to automate many of the optimizations Publica's tool currently tests manually. According to a March 2025 report from Jounce Media, Magnite now covers 99% of the U.S. streaming supply market, intensifying the pressure on specialized ad tech providers to deliver granular experimentation tools that can help niche publishers compete for shifting linear TV budgets.