The landscape of Connected TV (CTV) advertising is rapidly evolving, but with this evolution comes a significant challenge: the escalating costs associated with multi-partner ad-tech solutions. As advertisers strive to deliver seamless Supply-Side Platforms (SSP), Demand-Side Platforms (DSP), and audience data, they are increasingly encountering a web of SaaS fees that can consume between 25% and 50% of their revenues.
The Problem with Multi-Partner Solutions
In the quest to optimize ad delivery and performance, many advertisers rely on a multitude of ad-tech partners. Each partner typically offers a specialized service, such as SSP, DSP, or audience data management. However, this multi-partner approach often leads to overlapping functionalities and redundant fees. The result is a fragmented ecosystem where numerous parties charge SaaS fees to address issues that arguably should not exist in the first place.
The Financial Impact
The financial implications of these SaaS fees are substantial. With each partner taking a slice of the revenue, the cumulative cost can significantly erode the profitability of CTV advertising campaigns. This situation is particularly problematic for smaller advertisers who do not have the budget to absorb these additional costs.
View TV’s Walled Garden Approach
In response to these challenges, View TV has introduced a walled garden approach with its innovative View TV Cloud. This solution aims to streamline the ad-tech ecosystem by providing a comprehensive, single-platform service that links content owners, broadcasters, advertisers, and audience platforms.
Features of View TV Cloud
View TV Cloud offers a robust suite of tools and services, including:
- Server-Side Ad Insertion (SSAI)
- Video Ad Server
- Ad Monitoring
- Video Encoding
- Reporting
By consolidating these functionalities into one platform, View TV Cloud eliminates the need for multiple ad-tech partners, thereby reducing SaaS fees and increasing revenue retention for advertisers.
Expanding Revenue Streams
Moreover, View TV Cloud provides over two dozen options to extend and grow revenue streams from CTV ad-breaks. These options include:
- SSAI for seamless ad integration
- Channel and content sponsorship,
- Call-to-action overlays
This comprehensive approach not only simplifies the ad delivery process but also enhances the potential for monetization.
Conclusion
As the CTV advertising industry continues to grow, the need for cost-effective, efficient ad-tech solutions becomes increasingly critical. View TV’s walled garden approach with the View TV Cloud represents a significant step forward in addressing the escalating costs associated with multi-partner ad-tech solutions. By offering a single, integrated platform, View TV is helping advertisers maximize their revenues and streamline their operations in the competitive CTV landscape.
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