Teads’ Outstream Unit Shines As Google Adopts IAB Standards

Google’s recent announcement regarding its adoption of the IAB’s new definitions for instream and outstream video advertising has ignited discussions across the digital advertising landscape, signifying substantial shifts in the industry. Effective today, April 1st, Google AdX has been updated to align with the new industry standard definitions for instream and outstream video.

The revised video guidelines aren’t exactly new; they were first introduced by the IAB Tech Lab in 2022 before integration into the OpenRTB protocol. Notably, the standards require instream video to be sound-on and have been intentionally user-initiated. Several SSPs in the marketplace have continued to flag their inventory as Instream to capture higher CPMs despite the fact that their inventory did not meet the definition. With Google now enforcing the definition, instream inventory (according to the newer definition) is expected to significantly decrease and CPMs are expected to surge. To help complement reach, advertisers will have to seek top-tier outstream companies. This is precisely where Teads has always stepped in to provide support.

Teads’ outstream video, InRead, has always been highly complementary to instream video and has proven a high-attention ad experience with mass reach.

Amidst these changes, Teads stands firm and uniquely positioned to leverage its commitment to innovation, transparency, and premium experiences in the online video advertising domain. With a foundation rooted in providing quality media and exceptional ad experiences, Teads offers innovative solutions built on a legacy of premium video ad experiences, responsible advertising, and a direct-to-supply approach.

Our perspective on Google’s move towards adopting IAB video guidelines is one of welcome changes. It reflects a broader industry shift towards accuracy and transparency, aspects that Teads has embodied from the start. We have always aimed to represent our inventory with the highest accuracy possible, adhering to OpenRTB specifications.

The Leaders in Outstream Video 

At Teads, innovation and transparency are not just buzzwords; they are the pillars upon which our company was built. As the original pioneers of outstream video, our journey has been marked by a relentless pursuit of excellence and a commitment to setting the gold standard for premium video experiences. Our early adoption of the standards now being introduced by Google is a testament to our forward-thinking approach. For years, we have championed transparency with advertisers and directness with premium publishers, ensuring a trust-based relationship that allows for effective and efficient video advertising.

Teads’ Distinctive Advantages

• Pioneering Outstream Video: Our invention of outstream video, called Teads InRead, wasn’t just about creating a new format; it was about revolutionizing the way advertisers and publishers connect. Our continual innovation ensures we stay ahead, meeting the dynamic needs of the industry.
• Premium Publisher Inventory– Teads has direct-supply partnerships with over 3,000 quality, MFA-free content partners, many with exclusive access to outstream video. 
• High-Attention Units: Expanding beyond outstream video, we’ve developed highly impactful inRead live video units, CTV Native, CTV Video, and OTT video units. These are designed not just for attention but for engagement, ensuring advertisers can make a significant impact on their audience.
• Best-in-Class CTV Supply: Our prowess now extends to Connected TV (CTV), where we provide premium CTV supply. This allows advertisers to reach their audiences across the expanding video/CTV landscape effectively. – add natural evolution to CTV video in premium environments.
• Adherence to Industry Standards: Our commitment to quality, compliance, and adherence to industry standards is unwavering. This commitment ensures our partners can rely on us for reliable and effective advertising solutions. – add our work with IAB, Jounce, etc to own ongoing efforts to define and verify.  
• Customized Solutions: Our approach is not one-size-fits-all. Our in-house creative team, Teads Studio, helps create bespoke units developed for business outcomes that meet your brand’s unique needs and objectives.

A Commitment to Quality and Excellence

While this shift introduces uncertainties for many, Teads stands firm and uniquely poised to capitalize on these changes, leveraging its commitment to innovation, transparency, and premium experiences in the online video advertising domain. Our foundation in providing quality media and exceptional ad experiences remains unshaken. From inventing premium video ad experiences and pioneering responsible advertising to our unwavering commitment to transparency and industry compliance, our ethos is clear. 

Our platform champions quality ad formats, cookieless audience solutions, and premium media environments to drive responsible, real, and measurable outcomes. To learn more about responsible advertising, read about our commitment to 100% MFA Inventory.