By Jonathan Easton

Smart TV OS maker Vidaa has announced a partnership with Unruly SSP as its strategic Sell-side Platform (SSP).

VIDAA will also integrate Unruly’s ad server, which is available through its October 2021 acquisition of Spearad.

The news comes after Vidaa’s announcement in late 2021 that ​​its automatic content recognition (ACR) data will be made available to buyers through Tremor International’s end-to-end platform, which encompasses the Unruly SSP and Tremor Video DSP, beginning in May 2022. Vidaa said that it intends to utilise the ACR data collected from its smart TVs to enable precise delivery of TV viewing audiences across their video and native display media placements.

EVP, Vidaa, Guy Edri said: “Vidaa has a strong global footprint, with big aspirations for streaming video, and we require the foundation of a platform robust enough to optimise for our needs now and flexible enough for the future. Unruly’s deep CTV expertise and capabilities, unique demand and integrated ad server to streamline our monetisation, made it a clear decision to give preference to the platform. We value the sales and operational support of Unruly and Tremor Video’s CTV experts, as well as the collaboration of their executives, as we build a partnership for the future of our business.”

Chief strategy officer at Unruly Kenneth Suh said: “Unruly is bringing together technology, data and creativity to build a platform on which sophisticated media companies can consolidate and grow their business. We’re proud that VIDAA’s trust in our team and confidence in our strategic roadmap led them to adopt Unruly’s technology across the board. VIDAA’s global CTV scale and integrated ACR data further streamlines, simplifies and expands Unruly’s CTV marketplace, and I am excited for what our teams will accomplish together.”