Streaming platform iflix inks programmatic trading deal with Google

iflix advertising, iflix’s brand solutions business, has inked a programmatic trading deal with Google’s Open Bidding solution across Malaysia, Indonesia and the Philippines. The new partnership enables equal opportunity for all programmatic partners to compete in real-time for iflix inventory alongside Google Ad Manager and direct campaigns, while still delivering guaranteed deals.iflix’s integration with Google’s Open Bidding moves away from traditional waterfall and client-side header bidding, eliminating inefficiencies such as line item complexity and latency, to offer an optimal experience to viewers and brands, on both premium video and in-stream displays.Charles Less, iflix head of sales, said, “It is integral to our growing advertising business that we offer advertisers best-in-class programmatic trading solutions. As the first pure-OTT platform across Malaysia, Indonesia and the Philippines to adopt Google’s Open Bidding solution, iflix is ensuring effective and efficient trading against the largest volume of premium brand-safe videos to benefit all advertisers.”According to the company since launching in January 2019, the company’s video inventory regularly performs as much as 5.5 times better against industry benchmarks for quality and completion in the region. Brands have the means to align themselves with world-class content and entertainment on a global scale and access multiple advertising formats which include sponsorships of top titles, playlists and channels and premium video ads, as well as bespoke content solutions including brand integrations in iflix Original productions.Regional and global brands are integrating iflix Advertising into their campaigns to drive reach, improve efficiency, engage with the highly-coveted millennial demographic, and to create native brand experiences that leverage the power of premium on-demand content.