Iflix introduces open bidding

Iflix has integrated with Google’s Open Bidding solution, in what it claims to be a first for an OTT platform in Malaysia, Indonesia and the Philippines.

The Southeast Asian OTT platform is moving away from the traditional waterfall and client-side header bidding method of ad buying, in favour of Open Bidding’s server-to-server bidding.

The integration will enable equal opportunity for all programmatic partners to compete in real-time for Iflix inventory alongside Google Ad Manager and direct campaigns, while still delivering guaranteed deals.

Moving to Google’s Open Bidding solution will eliminate inefficiencies such as line item complexity and latency and offer an optimal experience to viewers and brands, the company said.

Advertisers will be able to trade Iflix inventory via this method on both premium video and in-stream displays.

Iflix head of sales Charles Less said: "It is integral to our growing advertising business that we offer advertisers best-in-class programmatic trading solutions. As the first pure-OTT platform across Malaysia, Indonesia and the Philippines to adopt Google’s Open Bidding solution, iflix is ensuring effective and efficient trading against the largest volume of premium brand-safe videos to benefit all advertisers."