Websites using Telaria

Okay, let s break down Telaria (now known as Magnite) in terms of its overview, revenue (historical data, as it s now part of Magnite), alternatives, pricing, and customer care.

Overview of Telaria (Now Magnite)

• Telaria was a video advertising platform (SSP): It focused on helping publishers monetize their video inventory (including connected TV/OTT) through programmatic advertising.
• Acquired by The Rubicon Project in 2020: In April 2020, The Rubicon Project, a leading advertising technology company specializing in programmatic advertising, acquired Telaria.
• Rebranded as Magnite: Following the acquisition, the combined entity was rebranded as Magnite (NASDAQ: MGNI). Magnite now operates as a unified omnichannel platform, supporting display, mobile, audio, and video advertising.
• Core Business: Magnite s core business is still providing technology to help publishers sell ad space (SSP) and buyers purchase it programmatically. It also focuses heavily on the Connected TV (CTV) space.

Revenue (Historical Data for Telaria, Now Part of Magnite)

• Telaria as a standalone company: Before the acquisition, Telaria was reporting its revenue separately. Telaria was a smaller company compared to The Rubicon Project.
• Magnite reporting: Magnite, as a combined entity, now reports its overall revenue, and it s not possible to isolate specific Telaria revenue numbers.
• Key Revenue Drivers: The main drivers for revenue at Telaria (and now Magnite) are:
  • Video Advertising: Especially the growth of CTV advertising.
  • Programmatic Transactions: The volume of ad impressions bought and sold via their platform.
  • Global Expansion: Increasing revenue from different regions.
• Financial Reports: You can find Magnite s (formerly Telaria and Rubicon Project) quarterly and annual reports on their investor relations site (www.magnite.com) for specific financial details. Pay attention to trends in CTV revenue specifically.

Alternatives to Telaria (Now Magnite) (SSPs)

Here are some of the major alternatives publishers might use for video and CTV ad monetization:

• Google Ad Manager: A dominant player in ad serving and SSP functionality; supports a wide variety of formats, including video.
• PubMatic: A large, well-known independent SSP with a strong focus on programmatic solutions.
• Xandr Monetize (formerly AppNexus SSP): Owned by Microsoft, Xandr offers a full suite of ad solutions, including a strong SSP.
• OpenX: Another leading independent SSP known for its focus on transparency and high-quality inventory.
• Index Exchange: A supply-side platform focused on premium publishers and transactions.
• FreeWheel: Primarily focused on video and CTV inventory, popular with broadcasters.
• Smaato: A mobile-focused SSP.
• Amazon Publisher Services (APS): Growing in importance, especially for publishers who work closely with Amazon.

Pricing

• Pricing Models: Telaria (and now Magnite) like most SSPs use a combination of pricing models:
  • Revenue Share: They typically take a percentage of the revenue generated by the publisher (this can vary based on contract, volumes, and specific services).
  • Transaction Fees: Some platforms may also charge per transaction or per ad request.
  • Hybrid Models: A combination of revenue share and transaction-based fees.
• Negotiated Rates: Pricing is generally negotiable, and larger publishers will likely have more negotiating power and better rates.
• Transparency: Transparency in pricing can vary, with some SSPs being more transparent than others.
• CPM, eCPM, etc: Ultimately, publishers need to focus on effective cost per mile (eCPM), which is the effective revenue per 1,000 impressions after the SSP’s fees are taken into account.

Customer Care Details

• Account Management: Typically, SSPs like Magnite provide dedicated account managers to larger publishers.
• Technical Support: They also provide technical support to help with platform integration, troubleshooting, and ongoing optimization.
• Knowledge Bases/Documentation: They have detailed documentation and knowledge bases online to help publishers navigate the platform.
• Training: Magnite (and other SSPs) may also provide training on best practices for using their platform.
• Reach out: You can reach their sales and support teams through the company website (www.magnite.com) for questions regarding their offerings.

Key Takeaways

• Telaria No Longer Exists as a Separate Entity: It s part of Magnite.
• Magnite is a Major Omnichannel SSP: It continues to be a significant player in the ad tech landscape, particularly in video and CTV.
• Alternatives Exist: There are numerous SSPs available, and publishers should carefully evaluate their needs before choosing a partner.
• Negotiate Terms: Pricing and specific support are often negotiable, particularly for larger publishers.
• Focus on eCPM: Ultimately, it’s important to focus on the effective revenue generated by the platform after all fees are taken into account.

For the most up-to-date information: * Magnite s website (www.magnite.com): This is the best place for the latest details about their solutions, pricing, and customer care options. * Review websites: Sites like G2 and TrustRadius sometimes have user reviews of ad tech platforms. * Talk to other publishers: Ask other publishers what they use and what their experience has been with various SSPs.

I hope this comprehensive overview helps!