Revolutionizing Programmatic: A Dive into Screencore's Work with CEO Jess Okan
In the dynamic arena of programmatic advertising, staying ahead requires a vigilant eye on innovation and the ever-transforming landscape. Screencore exemplifies this proactive approach.
In this exclusive interview, Screencore's CEO, Jess Okan, shares the compelling journey of the company from its inception to becoming a leader in the programmatic advertising sphere. He also shares his insights into Screencore's role in shaping the programmatic industry and the current trends in CTV.
Jess, could you share the founding story of Screencore? How does it differ from other programmatic advertising platforms?
I spent more than 5 years working with other programmatic media companies. During this time I gained a deep understanding of the industry, particularly in CTV advertising. I saw firsthand the strengths and weaknesses of existing platforms, which sparked my desire to innovate.
So, my team and I set out to build a new platform from scratch that addresses these challenges and benefits everyone in the programmatic landscape. That's how the company Screencore was established.
We offer an efficient, user-friendly platform for digital advertising, providing significant advantages over traditional ad exchanges. Our team integrates a dual-focus strategy that monitors both the quantity and the quality of user engagement. This balanced approach ensures a more comprehensive campaign performance evaluation, aligning ad impressions with genuine user interaction and meaningful outcomes. Screencore also ensures publishers maximize their revenue potential while seamlessly reaching audiences across various digital landscapes.
Screencore is a platform focused on CTV and video content. Could you elaborate on how this specialization uniquely benefits advertisers and publishers? What distinct advantages does Screencore offer over other platforms that focus on the same formats?
Our company works with various advertising formats, but we focus the most significant attention on video and CTV advertising. We offer a targeted, engaging, and measurable environment for advertisers. For example, relevant, targeted visual ads help advertisers balance user experience and high yields. ML and Al algorithms we work with continuously analyze advertisers' selling activities, aptly recognize patterns and learn how to adjust the system so that it always generates higher yields from ad serving.
Moreover, Screencore has an automated workflow. That's why advertisers can eliminate their daily grinds with our programmatic system that automates media selling and keeps it ultimately profitable at all times.
Speaking of publishers, it's important to note that our company accesses a pool of premium global demand and monetizes inventory with highly targeted ads. These ads complement users' experiences and generate better yields.
As a CEO, what are the biggest challenges in the programmatic advertising industry today, and how is Screencore positioning itself to address these?
I see several challenges for the programmatic advertising industry. The first one is cookie deprecation. The phase-out of third-party cookies represents a seismic shift in user data collection and use. This transition necessitates more responsible and user-centric data practices.
The second main challenge for the programmatic industry is ad fraud. Screencore implements sophisticated fraud detection. We analyze traffic patterns, identify bots, and flag irregular activities in real-time. We also use AI and ML algorithms for predicting and identifying fraudulent activities. These technologies can analyze vast amounts of data and learn from trends, making fraud detection more efficient and accurate. Working with reputable publishers and ad exchanges also reduces the risk of fraud. Screencore establishes strict criteria for publisher selection. It helps ensure ad placements are in legitimate, high-quality environments.
One more challenge for our industry is ad blocking. The prevalence of ad blockers impacts ad visibility, reducing the effectiveness of online advertising campaigns and impacting revenue streams for publishers.
And specific opportunities do you foresee that could drive growth and success?
There are many opportunities for programmatic advertising in the coming year, such as advanced targeting and personalization. With the proliferation of data analytics and artificial intelligence, we can target audiences more accurately and personalize ads to an unprecedented degree. This not only increases the effectiveness of ads but also enhances user experience.
Of course, CTV growth is also a big opportunity for Screencore. As more consumers shift from traditional TV to streaming services, there's a growing opportunity for programmatic advertising in these spaces. This allows for more precise audience targeting and measurement than conventional TV advertising.
How does Screencore leverage emerging technologies like AI and machine learning to enhance the efficiency and effectiveness of programmatic advertising?
As previously mentioned, Screencore utilizes AI and ML algorithms to analyze trends, adjusting media trading to optimize campaign results and enhance inventory value. AI plays a crucial role in monitoring ad placements, ensuring they are visible to genuine users in brand-safe environments.
These AI algorithms are instrumental in processing extensive datasets to identify and categorize users by demographics, behaviors, interests, and preferences. This process enables us to create highly targeted audience segments, guaranteeing that ads are served to the most pertinent individuals. AI algorithms also continuously evaluate real-time bid requests and user data, facilitating instantaneous bidding decisions. This approach ensures that programmatic ads are acquired at the most favorable prices, maximizing return on investment.
What are the next big steps or innovations that Screencore is working on for the near future?
We would like to grow Screencore and make it one of the leading video centered platforms in the world. We integrate cutting-edge technology and innovative features that will transform the way CTV ads are created, distributed, and experienced.
Key to our strategy is the implementation of advanced analytics and AI-driven tools, enabling personalized and highly targeted advertising that resonates with viewers. We are committed to minimizing ad intrusiveness while maximizing relevance and engagement.
By staying ahead of industry trends and listening to our user base, we aspire to set new standards in the CTV ad space and cement Screencore's position as a pioneer and leader in the industry.
