The record industry’s mammoth digital music video distributor, Vevo, has become the latest company to embrace real-time bidding, or RTB. Today Vevo will start auctioning off unsold inventory via a platform open only to current Vevo advertisers, including big guns like Microsoft, Coca-Cola, Procter & Gamble and Unilever.
Think of this as eBay for unsold pre-roll and other inventory not specifically tailored to a particular client. The JV (owned by Sony Music Entertainment, Universal Music Group and Abu Dhabi Media, with a license to distribute EMI content too) does plenty of business with traditional video ads, as evidenced by the tons of pre-roll on its YouTube channel (nearly 29 million views and counting).
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