On January 6, 2025, EX.CO, a machine-learning video platform trusted by leading media groups worldwide, announced the expansion of its ad server to support additional channels beyond online video. This new multichannel programmatic solution enables connected TV (CTV) and digital-out-of-home (DOOH) media owners to increase revenue through smarter, automated ad auctions.
The expansion follows 12 months of in-depth research and development, during which EX.CO refined its technology to address the unique challenges of CTV and DOOH environments. This innovation introduces a transformative programmatic approach, setting a new standard for the industry. Fragmented technologies, broken programmatic pipelines, and outdated auction dynamics have caused significant inefficiencies and lost revenue opportunities for media owners. EX.CO’s Ad Server provides a more intelligent, unified solution designed to maximize revenue potential.
Tom Pachys, co-founder and CEO of EX.CO, stated that the programmatic bid stream, initially designed for the web, introduces significant complexities in other environments. To address this, the ad server uses advanced machine-learning algorithms to optimize auctions in real time, offering a new generation of unified auction technology. This ensures media owners achieve optimal results without relying on outdated, rule-based, or manual decision-making, delivering a smarter, more efficient approach tailored to CTV and DOOH.
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The EX.CO Ad Server is powered by the company’s proprietary, machine learning-driven yield engine, originally developed for its award-winning online video platform (OVP). This advanced technology processes vast amounts of data to identify and select the highest-performing demand sources while adapting pricing dynamically to maximize results. Already proven successful with top-tier publishers, the ad server is currently being tested with select CTV and DOOH clients to meet the unique demands of these evolving channels.
The EX.CO Ad Server simplifies ad sales through automation, increases fill rates, and maximizes revenue by analyzing dozens of data dimensions for each auction and adjusting CPMs in real time. It also ensures that all programmatic pipelines operate at full potential, optimizing revenue opportunities in CTV and DOOH auctions. This adaptability makes it a game-changer for media owners looking to scale in CTV and DOOH.