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YuMe Enhances YuMe for Publishers, Programmatic Ad Platform

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Video advertising company YuMe today released enhancements to YuMe for Publishers (YFP), a counterpart to its YuMe for Advertisers (YFA) offering. YFP first debuted this August. While YFA is a programmatic demand-side platform, YFP is a programmatic supply-side platform. Its goal is to help publishers generate revenue from their multi-screen inventory by selling through multiple channels. The product now offers real-time bidding in open auctions, as well as private marketplaces.

With this release, YFP's interface has gotten an overhaul, and should now provide a smoother experience. Customers will appreciate the new reporting features, such as a dashboard that shows detailed audience data and gives content insights (such as device and geography breakdowns). Publishers can use the platform's rich data to optimize ad sales by viewing data on sales channels, audiences, and traffic quality.

“Our latest release provides publishers not only with big data, but with smart data that points out key revenue drivers and allows them to manage their inventory more effectively across a variety of demand sources,” says Venkat Krishnan, senior vice president of products at YuMe.

One customer singing YFP's praises is CineSport. Its chief content officer and chief of operations, Larry Weitzman, says that YFP lets publishers package and price inventory for a variety of sales channels, all the while getting useful audience insights thanks to the platform's SDK-driven reporting and data.

With the combination of YFP and YFA, YuMe is working to build a full-stack solution, the company says.

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