Inside AdPlayer.Pro: How Natalie Romankina is Redefining Video Monetization at Scale

1. How do you integrate video advertising technologies to align with business objectives such as revenue growth and brand visibility? 

The ecosystem of AdPlayer.Pro’s solutions is designed to facilitate digital ad companies in their specific business needs. Namely, when it comes to revenue growth, we empower our partners to unlock new monetization opportunities and new revenue streams by supporting programmatic Demand integrations, including Prebid.js support, alongside the standard Google IMA, VAST / VPAID / SIMID and direct deals with premium advertisers, hence helping them maximize fill rates and revenue outcomes across all platforms.

In addition to supporting a variety of ad waterfall options (parallel, sequential and performance-based), AdPlayer.Pro enables customers to use our video header bidding solution with Prebid.js support, taking advantage of this ad inventory sale approach when needed. 

In this respect, we have also recently released our featured Video Header Bidding Module for Prebid.js, specifically designed for tech-savvy publishers, working with Prebid Demand partners, to help them set up video campaigns as effortlessly as possible. 

As for the brand visibility aspect, the AdPlayer.Pro ad-enabled video player is fully customizable, both when it comes to its performance specifications and the brand stylistics, helping our partners to configure all of it, according to their brand guidelines. 

More importantly, being committed to driving innovation and equipping our business partners with high-end quality advertising tech, fully-compliant with all major standards, we’ve also ensured support of Open Measurement SDK for Web Video (OMID) in our products, enabling their access to the more precise ad visibility verification and invalid traffic (IVT, SIVT) detection tools. 

2. How do you address operational complexities related to configuring and launching video ad campaigns across multiple platforms? 

One of the core benefits of our ad-enabled video player is its absolute compatibility with the third-party ad servers; it’s server-agnostic, so to speak, and its ultimate simplicity of integration across all platforms and screens, from desktop and mobile web, to mobile apps, CTV and AMP pages. 

The only thing required is to configure all player features, either via the platform dashboard or the player JS code, then add the player code to the publisher’s digital properties. 

Notably, publishers working with Prebid Demand vendors won’t need to take any extra steps, i.e. integrate Prebid.js into their websites beforehand, since the AdPlayer.Pro player initiates Prebid.js for them.

3. How do you stay informed about evolving video advertising trends to ensure your organization remains competitive in customer engagement strategies? 

AdPlayer.Pro has become an active member of industry-specific bodies and organizations, like Prebid.org, hence contributing to the development of next-gen ad tech solutions and helping to improve the global digital ad ecosystem. 

In addition, our team members have been continuously taking part in a wide variety of digital advertising expos & conferences, being able to exchange our outlooks on the industry evolution and expand our expertise in the market-specific enhancements. 

Non-surprisingly, though, the scope of sources of knowledge in the current digital realities is, certainly, endless, and also includes our ongoing communication and expertise exchange with other industry leaders, digital ad analysts, premium ad customers, and much more. 

And, certainly, we are committed to a customer-centered approach, meaning that it's our business clients who shape the course of our product evolution. 

4. How does your organization maintain transparency with customers regarding data collection and usage for video ad personalization purposes? 

Even though, as an ad tech provider AdPlayer.Pro doesn’t collect any End User Personal Data, our flagship products are compliant with all data privacy requirements, including IAB’s TCP and CPRA-specific regulations.

More importantly, the AdPlayer.Pro platform allows integrating a broad range of End User consent features, fully customizable, based on the customer’s particular business needs. 

5. How are you adapting to the phasing out of third-party cookies and the shift towards first-party data in video advertising? 

From the very beginning, our team has designed the AdPlayer.Pro digital ad technologies with the primary focus on our customers’ requirements. 

In this respect, when it comes to cookies and the use of our partners’ first-party data, it’s absolutely effortless to configure a vast array of targeting capabilities for each specific ad placement, likewise as apply any custom audience targeting preferences, either by integrating a custom targeting script into Demand Tags or on an Ad Placement (Player Code) level. 

6. What investments are being made to enhance your organization's video advertising infrastructure and capabilities?

The AdPlayer.Pro team has always been focused on the continued development and enhancement of our flagship products, aiming to help our business partners maximize their revenue results. 

Namely, over the past months, we’ve centered our efforts on the upgrade of our available programmatic ad capabilities and Prebid-centered functions in order to meet our partners’ current demands. 

In addition, our ad-enabled video player also undergoes continuous upgrades, so that it’s compliant & compatible with all video ad standards and formats and ensures the flawless video ad delivery across all platforms and screens.   

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