EX.CO is excited to announce that we are now expanding our ad server offering to meet the unique needs of both CTV and digital out-of-home (DOOH). Powered by advanced machine-learning technology, the EX.CO Ad server is designed to help media owners upgrade their programmatic ad performance in these growing channels. It simplifies ad sales through automation, boosts fill rates, and maximizes revenue by analyzing massive data for every auction and adjusting pricing in real-time. EX.CO’s robust technology also ensures that all programmatic systems are running smoothly, helping unlock new revenue opportunities in both CTV and DOOH.
Why We’re Expanding into CTV and DOOH
As advertising continues to evolve, two key channels—connected TV (CTV) and digital out-of-home (DOOH)—have emerged as major opportunities for media companies. These channels provide powerful ways to deliver relevant, timely content, wherever viewers are. However, for these channels to make a significant leap in ad revenue, they need to improve their programmatic advertising capabilities to better enable brands to connect with their target audiences more efficiently and drive better results.
Before diving into the role that programmatic advertising plays in CTV and DOOH today, let’s take a moment to explore how these channels have evolved to meet the changing needs of today’s consumers.
The evolution of TV
Connected TV has changed how we watch television and consume content, driven by streaming platforms and smart devices. CTV refers to any TV that connects to the internet, allowing users to stream content apps like Netflix, Peacock, Disney+, and more. This shift offers advertisers new ways to reach audiences, targeting content based on interests —whether it’s a sports game, drama, or documentary. CTV advertising has quickly become a dominant force in the media landscape, merging the convenience of online advertising with the broad reach of TV. According to eMarketer, advertising spending on CTV in the US reached over $30 billion in 2024.
New era of out-of-home advertising
Digital out-of-home (DOOH) has transformed traditional billboards into dynamic, interactive displays that adjust in real-time based on factors like time of day or audience location. By using location-based data and real-time insights, DOOH is now creating a context-driven experience that captures attention when and where it’s most relevant. DOOH is growing rapidly, with global ad spend reaching over $18 billion in 2024 and revenue increasing by 17%. Whether it’s a targeted ad for commuters or a live promo tied to local events, DOOH is becoming a powerful tool for advertisers to engage on-the-go audiences.
CTV and DOOH: Shared advantages and challenges
While CTV and DOOH may seem different at first glance, they share many similarities in both their advantages and challenges. Both allow for precise audience targeting, enabling advertisers to deliver tailored messages at scale. However, despite these shared advantages, both channels face common challenges, such as fragmented, outdated ad serving technologies, unsophisticated auction mechanics, and missed revenue opportunities, which can limit their full potential for media owners and advertisers alike.
Maximizing revenue with EX.CO's advanced ML-driven yield engine
EX.CO's expanded ad server for CTV and DOOH allows media owners to easily leverage our sophisticated machine-learning video yield technology to dramatically boost their monetization capabilities across all screens. Our proprietary yield engine employs machine-learning algorithms to process vast amounts of data and then identify and select the highest-performing demand sources, dynamically adjusting pricing to maximize results. The yield engine also adapts pricing dynamically, modifying CPMs in real-time to optimize results. In short, our ad server has upgraded the unified auction concept for all screens.
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