SOURCE: Altitude Digital

December 12, 2014 18:40 ET

UPDATE - Altitude Digital Launches AIR to Help Publishers Address Inefficiency in the Programmatic Video Marketplace

Publishers Expect to Experience up to 50% Increase in Fill Rates Through New Error Detection Technology

DENVER, CO--(Marketwired - Dec 12, 2014) - Altitude Digital, a leading video supply side platform (SSP), today announced the launch of their new AIR (advanced impression recovery) technology. AIR is the latest addition to the company's ARENA™ supply side platform and will help publishers increase fill rates for their video ad inventory while growing programmatic revenue.

The AIR technology addresses current inefficiencies in online video advertising by detecting errors during the ad call process, allowing publishers to resend those ad opportunities to their demand-side partners. The number and complexity of systems between the buyer and seller of online video advertising has increased the occurrence of errors that result in lost opportunities for publishers. AIR scans and monitors real-time data that comes across Altitude Digital's platform to identify potential impression losses.

"Publishers are trying to grow their revenue by opening up their video inventory to more demand partners, but as a result they face a lot of issues that yield low fill rates," said Jeremy Ostermiller, CEO of Altitude Digital. "AIR and the ARENA™ Video SSP are designed to more effectively manage multiple demand partners, in turn helping publishers to grow revenue. We are committed to creating greater efficiency in the emerging programmatic marketplace and AIR helps us to do just that."

One supply-side partner currently employing AIR, AdKarma, experienced a double-digit increase in video ad success rates, along with a meaningful lift in revenue. AIR was used to fill inventory that was going unused due to underperforming ad tags.

"My experience with the Altitude Digital team has been positive, with their whole team proving to be very responsive and helpful throughout our testing of their AIR product," said Calli Rost, Sr. Vice President of Sales at AdKarma. "So far, we've experienced up to a 43% increase in success rate after implementing the AIR technology across some of our publishers."

The AIR release follows the release of Altitude Digital's ARENA SSP platform earlier this year and provides publishers with an even more complete suite of monetization tools to leverage in today's quickly evolving programmatic video marketplace.

About Altitude Digital
Altitude Digital delivers technology that optimizes and streamlines the connection between buyers and sellers of online video and mobile advertising. Altitude's ARENA™ Video SSP delivers greater control and performance for video publishers. The company is one of the fastest growing video advertising marketplaces and is listed in Comscore's Top 10 list of largest video platforms. Altitude Digital is headquartered in Denver, Colorado with offices in Los Angeles, New York and San Francisco.

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