The future of video advertising is unfolding faster than ever—and it’s multiscreen by default.
Last month, EX.CO’s Chief Business Officer, Paul Jelinek, joined industry peers at CTV Connect in New York City to talk about one of the biggest shifts we’re seeing across the digital media landscape: the rapid growth of programmatic advertising in CTV and DOOH—and the need for smarter monetization strategies to match.
We’re thrilled to share this exclusive video interview with Paul, where he offers a behind-the-scenes look at how EX.CO is powering this shift with our machine learning (ML)-driven ad server.
Why Now? The Rise of Programmatic in CTV & DOOH
CTV and DOOH are becoming more programmatic—but they bring added layers of complexity to monetization. Fragmented technologies, inconsistent auction mechanics, and limited transparency are just a few of the growing pains.
For publishers and media owners, this convergence brings both complexity and opportunity. The challenge is clear: how do you unify your ad delivery and yield management without losing control—or revenue?
That’s exactly the question Paul tackles in this interview.
The 4 Key Components of EX.CO’s Ad Server
Paul breaks down four core components of the EX.CO platform that are helping publishers and media owners unlock more revenue with less friction in emerging, complex video environments like CTV and DOOH:
- Machine Learning-Driven Yield Engine
At the heart of our platform is a sophisticated ML engine that continuously analyzes real-time data to determine the optimal bid for every impression. By dynamically adjusting pricing based on supply, demand, format, and screen, we’re helping partners maximize yield without sacrificing fill or UX. - Precision Demand Selection
More demand doesn’t always mean better results. Our platform filters massive amounts of data to select the right demand source for each impression—prioritizing value, latency, and performance to drive higher CPMs and cleaner auctions. - Smarter Programmatic Connections
We’ve built our system to create true competitive pressure across all SSPs and DSPs—whether you’re monetizing a website, an app, a CTV app, or a DOOH network. The result? Fewer missed opportunities and a more efficient auction for every impression. - Supply Path Optimization (SPO)
Our ad server offers advanced SPO controls, giving media owners the ability to cut out redundant intermediaries, reduce tech tax, and streamline how demand is routed through the ecosystem. More transparency, better economics.
From Online Video to CTV and DOOH
What sets EX.CO apart isn’t just our machine learning or monetization engine—it’s our proven track record in online video monetization, where we’ve helped the world’s leading digital publishers drive meaningful revenue for over a decade.
Our ad server was originally built for the open web, with video at its core—not as a bolt-on or adaptation, but as a purpose-built solution for premium video environments. That foundation has made it possible for us to expand into CTV and DOOH with confidence—bringing the same intelligence, transparency, and revenue-driving power to these growing formats.
We understand the unique challenges media owners face in these environments:
✔️ Longer load times on smart TVs
✔️ Complex auction dynamics
✔️ Brand safety at scale
✔️ Creative compatibility across screens
That’s why our ad server and yield engine work hand-in-hand to simplify operations and maximize revenue, so media owners can focus on content and audience growth—not tech headaches.
The Road Ahead
We’re constantly pushing the boundaries of what’s possible—because innovation isn’t just something we do, it’s who we are. As a company rooted in solving real-world challenges for media owners, we continue to evolve our technology to meet the demands of a multiscreen world and the emerging programmatic video ecosystem, especially in CTV and DOOH. Whether it’s through new ad formats, CTV-specific auction strategies, creative-level analytics, or enhanced transparency tools, our mission remains the same: empower media groups to own their video strategy and maximize revenue—in every premium environment.
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