Australian publishers Seven West Media, Network 10, SBS, Foxtel Media, Pedestrian Group and Daily Mail have joined forces to launch a programmatic ‘Editorial Video Marketplace’.
The new marketplace, run by Telaria, aims to simplify buyers’ access to this professionally produced premium content with daytime audience reach and scale, as per the official statement.
Luke Smith, head of programmatic sales and audiences at Seven West Media said: “The demand from advertisers has been clear – that there is a need for quality video delivering high viewability and completion rates within brand safe editorial environments at scale.
"It is important that the premium value and impact of editorial video is able to differentiate itself from other forms of short-form like social video. This marketplace, available programmatically, will be a means to make that easily accessible for buyers and advertisers at scale,”
Flaminia Sapori, head of partnerships at media agency Cadreon said: "It’s encouraging to finally start seeing publishers working collaboratively to provide alternative independent options in this space -- creating ease of access, and most importantly, a new narrative for editorial video, giving it the credit it deserves, and perhaps start influencing more social budgets being redirected to new premium ecosystems."
The news comes after the Australian Competition and Consumer Commission (ACCC) released its final digital platforms inquiry report in July calling on the government to act against the tech giants.
ACCC had raised concerns, at the starting of the year, about the market power of Facebook and Google including the companies impact on Australian businesses, particularly their ability to monetize content, as well as outlined concerns about the extent that consumers data is collected and used by companies to target advertising.