EX.CO enhances ad server for CTV and DOOH programmatic auctions

EX.CO, a machine-learning video platform trusted by leading media organizations, has announced the expansion of its cutting-edge ad server to include connected TV (CTV) and digital-out-of-home (DOOH) channels. This breakthrough offers media owners a smarter, automated solution to maximize revenue through optimized programmatic ad auctions across multiple channels.

The expansion follows a year of extensive research and development aimed at addressing the unique challenges of CTV and DOOH advertising. Unlike online video, these channels often suffer from fragmented technologies, outdated auction dynamics, and inefficiencies in programmatic processes. These issues have historically led to missed revenue opportunities for media owners.

EX.CO’s upgraded Ad Server directly tackles these problems, delivering a unified, intelligent solution designed to streamline and enhance ad auctions. By leveraging cutting-edge machine-learning algorithms, the server optimizes bidding processes in real-time, providing a transformative approach for CTV and DOOH environments.

According to EX.CO’s co-founder and CEO, Tom Pachys, the programmatic bid streams originally designed for web environments create complexities when applied to CTV and DOOH. The EX.CO Ad Server overcomes these challenges by utilizing machine-learning algorithms to dynamically adjust auctions in real-time. Unlike traditional, rule-based systems, this innovative approach ensures that media owners achieve optimal outcomes without the need for manual decision-making.

The ad server’s proprietary yield engine, initially developed for EX.CO’s award-winning online video platform (OVP), processes large volumes of data to identify top-performing demand sources. It adapts pricing dynamically, ensuring that each auction delivers maximum results. Currently in testing with select CTV and DOOH clients, the technology is proving its capability to meet the demands of these growing channels.

The EX.CO Ad Server revolutionizes ad sales by automating processes, increasing fill rates, and maximizing revenue for media owners. Its advanced technology analyzes multiple data dimensions for each auction and dynamically adjusts CPMs in real-time, ensuring programmatic pipes operate at peak efficiency. This adaptability not only optimizes revenue outcomes but also allows seamless scalability for connected TV (CTV) and digital-out-of-home (DOOH) environments.

For media owners, this innovation represents a transformative step forward. By addressing inefficiencies and integrating fragmented systems, the enhanced ad server delivers unmatched precision in the auction process. Whether managing CTV content or DOOH media, EX.CO’s platform empowers media owners to unlock the full potential of their ad inventory, providing a smarter, more efficient solution to navigate the complexities of multichannel advertising. This game-changing technology ensures media owners can thrive in a rapidly evolving digital advertising landscape.

With this expansion, EX.CO is setting a new standard for programmatic advertising across diverse media channels. By refining its ad server to address the unique needs of CTV and DOOH, EX.CO is empowering media owners to navigate the complexities of these environments while driving better results.

As the advertising landscape evolves, EX.CO’s innovative solutions ensure that media owners can stay ahead of the curve, optimizing their revenue potential and delivering smarter, more efficient ad experiences across all platforms. This milestone marks a significant step forward for the industry, demonstrating how technology can transform challenges into opportunities.