EX.CO, the machine-learning video platform trusted by leading media groups globally, has announced a significant expansion of its ad server to support new channels beyond online video. The innovative multichannel programmatic solution now empowers connected TV (CTV) and digital-out-of-home (DOOH) media owners to maximize revenue through automated, smarter ad auctions.

Addressing Industry Challenges with Smart Technology

For the past 12 months, EX.CO has conducted extensive research and development to refine its technology, tackling the unique challenges faced by CTV and DOOH environments. Fragmented technologies, outdated auction dynamics, and inefficient programmatic systems have created substantial revenue gaps for media owners in these sectors. The EX.CO Ad Server solves these problems by offering a unified, intelligent solution that optimizes revenue generation.

Key Features of the EX.CO Ad Server

1. Real-Time Auction Optimization

• EX.CO’s Ad Server leverages advanced machine-learning algorithms to dynamically optimize auctions in real-time.
• This cutting-edge approach eliminates reliance on outdated, rule-based or manual decision-making, offering a more efficient, automated method for achieving optimal auction results.

2. Proprietary Yield Engine

• The technology is powered by EX.CO’s proprietary yield engine, originally developed for its award-winning online video platform (OVP).
• This engine processes vast amounts of data to identify the highest-performing demand sources and adjusts pricing dynamically, ensuring maximum revenue potential.

3. Tailored for CTV and DOOH

• With its focus on CTV and DOOH, the ad server has been adapted to meet the specific needs of these emerging channels.
• The solution analyzes multiple data dimensions for each auction, modifying CPMs in real-time to ensure the best possible outcomes.

A Game-Changer for Media Owners

EX.CO’s Ad Server is transforming ad sales by simplifying processes, increasing fill rates, and maximizing revenue. By automating auctions and optimizing revenue opportunities across CTV and DOOH, media owners can scale their operations more efficiently. Early tests with select CTV and DOOH clients have shown promising results, highlighting the ad server’s adaptability and effectiveness in these evolving sectors.

CEO's Perspective on the Innovation

"We discovered that the programmatic bid stream, originally designed for the web, presents significant complexities when applied in other environments," said Tom Pachys, co-founder and CEO at EX.CO. "Our ad server overcomes these complexities by using real-time machine learning to deliver smarter, automated auctions, ensuring media owners get the best outcomes without relying on outdated systems."

EX.CO’s expanded ad server represents a breakthrough in programmatic advertising for CTV and DOOH. By combining machine learning, real-time optimization, and a unified solution, it allows media owners to unlock greater revenue potential, streamline ad sales, and gain a competitive edge in these growing channels.