Direct Payments for Open Bidding:
– Introduced a new capability where publishers can establish direct billing relationships with third-party exchanges, unlocking new demand and reclassifying supply paths in Sellers.json for greater efficiency.
Ad Review Center Enhancements:
– Custom Creative Labels: A new feature to categorize and streamline the review of programmatic creatives.
– Upcoming Video Review Features: Allow review of ads based on transcript and volume levels to block unwanted or excessively loud ads.
Server-Side Unwrapping (SSU):
– A new tool to streamline tag-based VAST integrations by reducing errors and latency in ad serving. Testing showed an 83% error rate reduction.
Fill-Rate Optimization Tool:- A newly introduced feature to help publishers prioritize inventory segments, such as focusing on prime-time live traffic over lower-value traffic.
Expanded AI-Powered Features:
– Revenue Per Second (RPS) Optimization: Maximizes ad revenue while maintaining user experience through improved controls like expanded frequency capping and competitive exclusion (in beta).
– A/B Testing for Ad Rules: A new capability to experiment with different ad break structures to optimize revenue and engagement.
What’s Promised soon:
– Enhanced video review tools in the Ad Review Center.
– Upcoming new CTV ad formats and performance-driven demand tools in the New Year (2025).
