Telaria last week launched a programmatic Editorial Video Marketplace in a partnership with a consortium of Australian publishers, including Seven West Media, Network 10, SBS, Foxtel Media, Pedestrian Group and Daily Mail. Telaria says the Editorial Video Marketplace will simplify buyers’ access to this content.
“This is an important collaboration between the leading publishers in the market. We are responding to feedback from buyers, and providing the scale that is comparable to the reach of the social platforms. The marketplaces will be tiered based on a benchmarking system to ensure quality and performance to drive the best outcomes for both buyers and sellers. The initiative also comes at the perfect time with the recent ACCC Digital Platforms Inquiry which has been critical of the social platforms’ impact on local journalism,” said James Young, GM of Australia at Telaria.
According to Telaria, editorial videos are viewed on the publishers’ owned and operated platforms and placed in high engagement environments in contrast to the quick browsing feed type design used by the social sites.