In a move aimed squarely at the fast-evolving Connected TV (CTV) landscape, video ad tech provider AdPlayer.Pro has unveiled a major upgrade to its ad serving platform: advanced server-to-server (S2S) integration capabilities. The new tools are designed to streamline how publishers implement demand tags and endpoint URLs—crucial components for optimizing performance in high-volume video ad environments.
This isn’t just a backend tweak. It’s a strategic push to help media companies and ad-ops teams unlock faster load times, more efficient bidding, and higher revenue—especially in the growing CTV sector.
“The upgrades are particularly impactful for CTV ad delivery,” said Natalie Romankina, CEO of AdPlayer.Pro. “They minimize latency, improve auction dynamics, and boost fill rates—all while ensuring compliance with global privacy laws.”
What’s New in the Update?
The headline feature here is S2S demand tag integration—a setup that eliminates the need for client-side calls, shaving valuable seconds off ad load times. It’s a critical improvement in a medium like CTV, where buffering is a UX killer and time-to-ad is a key metric.
Key benefits of the S2S update include:
- No client-side latency – Faster load times without additional browser processing
- Improved targeting and analytics – More granular control over campaign performance
- S2S header bidding for video – Enabling more competitive auctions without impacting UX
- Cross-device ad delivery consistency – Streamlined delivery across CTV, mobile, and desktop
- Privacy-first compliance – Aligns with GDPR, CCPA, and other global standards
According to early tests, the new integration tools have already led to notable fill rate improvements, while easing the operational burden on ad operations teams.
Why It Matters
As CTV ad budgets swell and advertisers demand better ROI, latency and fragmentation remain persistent issues. Server-to-server integration is a known fix—but one that’s often been too complex or costly for mid-tier publishers to implement effectively.
With these new features, AdPlayer.Pro is positioning itself as a practical, scalable solution for video publishers navigating the intricacies of CTV. It’s not just about speed—it’s about simplifying the entire supply chain while ensuring every impression counts.
Looking Ahead: DMEXCO 2025
The company isn’t stopping with this release. AdPlayer.Pro will be showcasing its enhanced ad tech stack—including these latest S2S features—at DMEXCO 2025 in Cologne, Germany. Visitors can catch them at Booth T-007 in Hall 6.1 on September 17–18, where the team will demo how these tools integrate with real-world publisher setups.
For an industry under pressure to deliver premium video experiences at scale, AdPlayer.Pro’s latest update is a timely reminder: the infrastructure behind the ad matters as much as the creative in front of it.
