Teads, the media platform, announced a partnership with ad-tech provider Adform to integrate with the company’s programmatic buying platform.
For advertisers and agencies currently using Adform the partnership means that they will be able to access Teads’ cross-screen outstream inventory which includes publishers such as BBC, The Washington Post and Forbes through a private marketplace.
“We’re delighted to broaden the scale of Teads’ premium inventory through our integration with Adform,” said Hugues Templier, EMEA programmatic business development director of Teads. “As one of the exclusive RTB buying platforms connected to Teads inventory, advertisers and agencies will have access to the world’s best quality publishers through Adform, so they can be confident their ads will appear in viewable, brand-safe environments.”
Outstream video formats have been gaining traction in the UK and now account for 52% of all video ad spend. Programmatic outstream in particular is seeing increasing demand across the rest of Europe.
In other news, Teads announced the findings of a GDPR report finding that 63% of European publisher traffic is now filtered by a consent management platform (CMP) to enhance user privacy. Meanwhile, 50% of internet users accepted or refused cookies for personalised ads.
A majority of users (95%) have expressed consent whilst just 5% refused cookies.
“The wide adoption of the IAB Consent Management Framework by the industry, has enabled the media ecosystem to fulfill GDPR requirements in a record period of time. We are urging the few publishers who have not yet implemented a Consent Management Platform to move forward without further delay”, added Pierre Chappaz, Teads founder and Executive Chairman.