Telly enables programmatic home screen ads via Magnite and The Trade Desk
Telly is expanding its programmatic advertising capabilities by enabling home screen ad inventory through Magnite's SpringServe and The Trade Desk. The company is also collaborating with the IAB Tech Lab to establish standardized bidstream signals for home screen ad formats to improve targeting and scale.
Key Takeaways
- Telly is collaborating with IAB Tech Lab to standardize bidstream signals for native home screen ad formats.
- Long-form home screen units of up to five minutes are available through private marketplace deals via Magnite.
- One unnamed streaming service reported five times more app opens using a five-minute home screen ad compared to a two-minute unit.
- Targeting utilizes deep first-party data from mandatory user questionnaires combined with automatic content recognition (ACR) technology.
Why It Matters
The move to programmatic inventory allows Telly to scale its unique second-screen real estate by integrating with major demand-side platforms like The Trade Desk. By pushing for IAB Tech Lab standards, the company aims to move home screen units from experimental buys into standardized line items alongside traditional CTV spots. This strategy challenges the conventional commercial break by maintaining brand presence while viewers watch ad-free content on the primary display. Success depends on whether Telly's deep first-party demographic data can consistently drive higher conversion rates than standard ACR-based targeting. Watch for whether other hardware manufacturers adopt similar standardized bidstream signals to compete for native home screen budgets.
Read full article at adexchanger.com
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