Playwire is First to Market with Video Header Bidding Capabilities

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Video player platform automatically activates video header bidding for publishers, returns increased ad revenues and optimal user experience

“Looking ahead, we’ve only begun to scratch the surface," said Jayson Dubin, CEO, Playwire.

Playwire, the leading online video player and platform that makes digital content profitable for publishers, artists and content creators, today announced the successful implementation of video header bidding for the company’s 2000 publishing and advertising clients. As the only solution on the market that has direct relationships with both publishers and brands, as well as ownership of proprietary video player technology, Playwire is uniquely positioned to activate video header bidding technology without publishers having to do anything on the back-end.

Playwire’s U.S. publishing partners have seen an 85% lift in revenue when comparing indirect campaigns to advertisers who use header bidding since this technology was integrated into the Playwire video platform in December 2015.

“Header bidding is actually a misnomer when it comes to video,” said Jarrett Abello, Technical Lead, Playwire. “Our bidding technology is built into the video player, rather than requiring partners to add extra code to the headers of their sites, thus alleviating the biggest pain point of header bidding thus far. This lets Playwire request bids the moment the video player loads, so that by the time a preroll ad is ready to play, bids have already been retrieved and the best ad already selected for playback. The result benefits everybody: viewers can start playback without a wait, quicker-playing ads mean more impressions for advertisers, and publishers receive increased revenue while optimizing the user experience. It’s a win for all involved.”

While other advertising technology platforms have struggled in developing the technology to accomplish video header bidding, Playwire’s integrated presence across the advertising ecosystem and video expertise has allowed the company to be first to market with a header bidding solution for video. As more partners join the network, all of the publishers benefit while brands have the ability to select only the most relevant, targeted inventory in real time.

“Developing this technology has been very much a joint effort in concert with some of our largest partners on both the brand and publisher sides to make sure that we’re driving the most yield, and ultimately providing an optimal viewer experience,” said Jayson Dubin, CEO, Playwire. “Looking ahead, we’ve only begun to scratch the surface. Given the success we’ve had with video header bidding, we look forward to continued innovation in developing the next generation of advertising technology solutions.”

About Playwire
Playwire is a leading online video player and platform that makes digital content profitable for publishers, artists and content creators. Established in 2011 as the parent company of Playwire Media (formerly Intergi Entertainment), they offer a comprehensive and easy-to-use video hosting platform that provides all of the services necessary for superior online video publishing. The Playwire Video Player is used by more than 3400 publishers streaming billions of videos across all devices – desktop, mobile, tablet, and connected TV devices.

With clients ranging from Fortune 500 companies to individual site owners, Playwire is the only online video player with a built-in ad module and 100% global ad fill. In addition to the Video Player, their services include hosting, encoding, streaming, analytics, distribution, ad sales and ad serving. Together, they work with their partners to maximize the potential of their content strategy, ensuring that they make every view count. Playwire is headquartered in Deerfield Beach, Florida and has business operations and satellite offices around the globe. For more information please visit and on Twitter @playwire.

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Mara Gordon
Playwire Media
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