Hulu Grooms Its Tech Stack To Support AdvancedTV

Hulu is moving into phase two of its advanced TV strategy almost two years after launching its private exchange.

But the market has changed since then, and Hulu has evolved its own ad technology stack in lockstep.

For starters, Facebook shuttered the LiveRail supply-side platform (SSP) and ad server last year, so Hulu migrated to Tremor’s video SSP.

Rather than entering a drawn-out RFP process, Hulu specifically looked for SSP providers that were building out specialized capabilities in over-the-top (OTT) TV.

“Because we run a lot of proprietary technology, our engineering teams were pretty familiar with them [Tremor], which is absolutely necessary for us to be successful,” explained Doug Fleming, head of advanced TV for Hulu. “We’re really looking for technology that enables us to do the things the way we want to do them”

Hulu still uses Oracle’s data management platform, but has since expanded its third-party data access for agency partners such as Horizon Media and Dentsu Aegis – both of which use Hulu’s advanced TV system.

“The adoption of advanced TV is really about getting us live in over-the-top, that was a significant driver as part of our discovery phase and really the differentiator for the second phase of our journey.” Fleming said.

“For the first time, we’re able to provide clients the ability to buy on us across screens in an automated fashion.”

Although Hulu grew up with digital DNA, more than 70% or more of Hulu viewing now happens in the living room through connected devices.

And because so much TV inventory is moving to a cookieless environment, Hulu wanted to support new data sets and allow advertisers the opportunity to leverage their own data.

So, in addition to Oracle BlueKai and Datalogix, Hulu also has added Acxiom and LiveRamp as a data partner.

“In the OTT environment there are no cookies, so we knew we had to augment our offering,” Fleming said. “We are about choice at Hulu, whether it’s your platform or plan, but also how you advertise with us. It’s why we did a deal with Acxiom to allow those advertisers with CRM data a platform to move that data to us.��

Although more and more Hulu viewers are tuning in through connected TV devices, Hulu must support a cross-platform video strategy since consumers are accessing its content from all channels, including desktop.

Regardless of the access point, Hulu wants to merge more data and automation into all channels where video consumption is happening.

Hulu’s programmatic strategy reflects that convergence.

Hulu doesn’t rely on a traditional waterfall. Instead, advanced TV inventory competes at the same priority level as a direct buy, and Hulu claims all inventory is premium long-form, charged only on 100% completion.

If a client wants to buy through a direct I/O or private marketplace, it can do both.

There is one caveat: To buy Hulu inventory, advertisers need to go through a Hulu sales rep or source to gain access to Hulu’s inventory.

However, if agency clients leverage their trading desk teams to activate against their plans, as long as the DSPs are approved and Hulu certified, agencies can execute the deal programmatically with their own tools.

“It’s not an either-or for us,” Fleming said. “As more of the marketplace shifts toward automation, we wanted to provide the tools so we can accept that buy. I’ve never been charged with growing our team to go chase trade desks. It’s always been about how do we automate process, integrate data and become more data-informed and data-driven.”

As Seen On: AdExchanger

by Kelly Liyakasa // Thursday, April 27th, 2017 – 6:00 am

 


Leave a Reply

Your email address will not be published.

Hulu Newfront

Green Is Good

Find out why green is good for viewers, for brands, and for your bottom line.

  • No symbols such as registered marks, copyrights, etc.
  • If symbols are required, they will be presented in standard text such as" Brand (TM)".

Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

If the tagline/date messaging doesn’t fit within the 11 syllables max, it can be included as text.

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting or if there is a mix of native aspect ratios, this is usually waived, but please reach out to your Hulu representative to confirm.

Ebook

Streaming TV Advertising 101

Learn the why's and how's about getting started.

Q: Should the bitrate be constant if delivering ProRes codec?
A: No, since ProRes codec is built to be variable, this is waived.

Q: Can you accept bitrate higher than 30 Mbps?
A: Yes, we can accept bitrate beyond the recommended range for H.264 and ProRes. In the case of ProRes, bitrate will often exceed 30 Mbps due to its variable setting.

Q: What does native frame rate mean?

A: Native frame rate refers to the frame rate the source footage was shot. Whenever possible, we require all videos to be delivered in their native frame rate. This means that no frame rate conversion should be performed, which includes adding 3:2 pulldown for broadcast.

Q: Why do you ask for progressive?

A: The Hulu player, unlike traditional broadcast, does not play back interlace scan, so we require that all videos be delivered with their scan type set to progressive. If your video is natively interlaced, you must de-interlace it to progressive and you must employ a de-interlace filter that does not result in blending or ghosting artifacts. We recommend an auto-adaptive de-interlace if available.

Q: Why do you prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

Contact Us

RSVP for Hulu Ad Manager Beta

RSVP for a chance to be among the first to try our new self-service ad platform.

*Required Field

Play Video