Publishers that sell out of video inventory quickly are trying to increase video engagement by improving the quality of the user experience – not just chasing reach at the most cost-effective CPM.
For example, Little Things dumped autoplay, mobile interstitials and outstream in favor of click-to-play. “We wanted video views to be on the consumer’s terms,” said Justin Festa, chief digital officer for Little Things, at JW Player’s JW Insights event in New York on Thursday.
