PA R T N E R S O L U T I O N B R I E F

Monetization and Personalization

Maximizing Ad Revenue OTT with ucfunnel and AWS Media Services
Increasing competition in the video
space means that consumers havemore choice than ever before.
Paid subscription services remain
popular: Netflix reported a gain of15.8 million paying subscribers in
the first quarter of 2020 and recent
research from Parks Associatesshows that almost half of US
households subscribe to at least
two OTT services. However, at thesame time, many consumers arealso subscribing to Advertising Videoon Demand (AVOD) services, as
highlighted in a recent TIVO survey,
which noted that the number ofsubscribers to AVOD services Tubi
TV and Pluto TV grew 23.9% yearover-year and 4.5% year-over-year,
respectively, from 2018-2019.
OTT services are an attractive outlet
for potential advertisers, given theopportunity to target addressableads to consumers. Recently, Sky
Media launched figures showingthat addressable ads boost ad
engagement by more than a thirdand cut channel switching by almosta half.
However, ensuring ads are targeted
correctly across multiple devices
without impacting the user
experience can be challenging.

When done poorly, it can drastically
impact monetization potential forthe video provider as well as reduce
both consumer and advertiser
satisfaction.
ucX is a full-stack programmatic
platform from ucfunnel that enables
advertisers to target their desiredaudience more precisely. It supports
multiple devices and ad formats,making it easy for both advertisersand video service providers toensure ads reach the right audienceat the right time and are viewable
on any consumer device.
ucX is a self-served dashboard thatenables publishers to onboard,monetize, and optimize their digitalyields across the globe. Publishers
can control their own inventory,
allowing them to easily adjust prices
depending on seasonality and theneeds from buy sides. ucX’s Private
Marketplace (PMP) feature offers atransparent way for publishers andbuyers to trade with each other.
Using marketing automation andartificial intelligence (AI), ucX offersa recommendation engine to help
video providers maximize revenue
by serving the most relevant ads toany given target audience.

AW S E L E M E N TA L L I V E W O R K F LO W

© 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.

OVERVIEW

CHALLENGES• Traditional video streaming 		
was too dynamic to deliver 		
optimized ads.
• Campaigns were not 		
delivered to target audienceor relevant media.
• Ad blockers minimize the 		opportunity for users to 		see ads.
SOLUTIONS• Enables optimized ads 		
between video content.
• Publisher inventory with 		audience data layers to help 		
buy sides deliver campaigns 		to the right users.
• SSAI feature to deliver 		
optimized ads.
BENEFITS• Enables friendly user 		experiences.
• Expands the business 		
synergies for ucX, AWS Media
Services, and media.
• Increases revenue for video 		content providers.

P A R T N E R S O L U T I O N B R I E F | Monetization and Personalization

Supporting both live and ondemand workflows, ucX features API
integration with Amazon CloudFront
and AWS Elemental MediaTailor
from Amazon Web Services (AWS).
MediaTailor is a part of the AWSMedia Services suite, a group ofservices that make it fast and easy
to produce, process, and deliver
broadcast and over-the-top videofrom the AWS Cloud.
Amazon CloudFront is a content
delivery network (CDN) service
that securely delivers data, videos,applications, and APIs to customers
globally with low latency andhigh transfer speeds, all within adeveloper-friendly environment.
By integrating with CloudFront,
ucfunnel can enable instant addelivery while retaining goodcontent quality regardless ofconsumer device or ad format.
AWS Elemental MediaTailor lets
video providers insert individuallytargeted advertising into their
video streams without sacrificing
broadcast-level quality-of-service.
API integration with MediaTailor
enables end users to see relevant
and optimized ads. It also delivers
automated reporting based on bothclient and server-side ad delivery

metrics, making it easy to accurately
measure ad impressions andviewer behavior. It also improves
ad delivery rates and works witha wide variety of content delivery
networks, ad decision servers,and client devices, helping video
providers make more money fromevery video.
Publishers can onboard theirinventory into ucX and set up theirfloor price. Then, ucX generates
the API for publishers to embed totheir MediaTailor account where
the system lets buyers bid on theinventory in real time, agree on
deals within the system, and thendeliver the ad campaigns to thepublishers for ad placements. ucX
also delivers performance reportsthat enable publishers to review andadjust the floor price to optimize
yields based on that performance.
Ultimately, advertisers are much
more willing to pay for ads when
they know engagement will behigh, maximizing revenue potential
for video content providers. The
API integration between ucXand MediaTailor enables media
companies to deliver more relevant
ads to viewers, increasing viewer
engagement with ads and providing
a better user experience.

PRODUCT DETAILSDESCRIPTION• Self-serve dashboard with 		
24/7/365 tech support.
• Easy to integrate with API, JS
tag, and OM SDK.
• Integrated with global 		premium demand to deliver
brand-focused ads.
FEATURES• Publishers can manage and 		adjust the pricing of inventory.
• Compliant with IAB Tech Lab
Certified OM SDK to ensure 		transparency.
• Global demand partners 		
to buy the inventory in open
market or via PMP.
BENEFITS• User friendly dashboard withcustom feature supported.
• Compatible with IAB Tech LabCertified OM SDK to ensure 		transparency.
• Brand-focused ads to attract
and retain users.

The integration between
ucX and MediaTailor
offers friendly user
experiences for viewers
while maximizing yields
for video streaming
owners. We believeboth products deliver
the scalability and help
video streaming owners
to better strategize their
media plan.
— Kenny Wu, Partner, ucfunnel

Learn more at
ucfunnel.com© 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.