Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising software company, today announced the successful integration of CatapultX’s On-Stream™ video monetization and patent-pending contextual AI platform into the Adelphic® advertising software. The integration scales Adelphic’s cutting-edge contextual advertising inventory, offering brands and agencies contextually-relevant advertising opportunities that can be overlaid within a program without disrupting the content.
According to Magna Global, 84% of video viewers will leave interruptive pre-roll ads once they start, 65% will skip immediately and 25% block that ad format altogether.
“The advertising landscape continues to move away from cookies and we’re charting that path forward,” said Jon Schulz, Chief Marketing Officer, Viant. “Viant’s integration with CatapultX represents the next frontier in native video, where contextual relevancy is detected in real-time and integrated seamlessly into the content.”
According to research by MetrixLab and Seedtag, consumer viewing behavior showed that On-Stream ads deliver 6.8x stronger view quality through greater noticeability and engagement, offering a more positive, relevant and personal connection between consumers and the brand.
“By merging content and advertising to keep viewers’ attention, CatapultX is reinventing the advertising model for marketers to reach audiences in a way they never could before,” said James Altschuler, Co-Founder and COO, CatapultX. “Bringing non-disruptive video advertising to the open-market is itself disruptive; this Viant partnership allows marketers to capitalize on consumer interest by associating their brands with the precise moments that define brands best.”