VRTCAL’s proprietary Overlayr is focused on CTV streaming channels. 100% of our CTV inventory is direct. Much of the CTV inventory available to advertisers, exchanges and DSPs are limited in the amount of Content Object data that is available. This can be due to limitations ranging from the ad servers integrated to competitors not wanting to make valuable data available to others from their mediation.
VRTCAL works with its direct CTV streaming channel owners to collect and map their data through APIs and other methods. If VRTCAL’s integration or integrations with the owners do not provide the data sets targeted by demand partners, Overlayr will audit the instream data, overlay the owner verified updated data, and send the more complete data sets in the Content Object to all demand partners.
Post-bid, Overlayr analyses bidding, deliveries and performance. Continually, Overlayr audits data provided by the CTV streaming channel owners to insure verified data streams to demand partners.