Meta Description: EX.CO joins Prebid.org as a Tier 1 partner, bringing its machine learning video tech to shape the future of programmatic video.
In the high-stakes world of programmatic advertising, video is king—and also the messiest part of the kingdom. Now, EX.CO is stepping deeper into the fray, joining Prebid.org as a Tier 1 Technology Partner to help rewrite how publishers monetize across online video (OLV), connected TV (CTV), and digital out-of-home (DOOH).
Prebid.org, the open-source framework stewarded by an independent industry group, is widely used by publishers for transparent, efficient programmatic auctions. By coming aboard, EX.CO isn’t just getting a seat at the table—it’s signing up to help design it.
“EX.CO has been a leader in the video space for over a decade,” said Mike Racic, President of Prebid.org. “Their deep expertise across web, CTV, and DOOH brings tremendous value to the Prebid community.”
Why This Matters
Video monetization has always been a balancing act: high engagement, high revenue potential, and high complexity. Prebid has long been the go-to for standardizing display and mobile ads, but video—especially in emerging formats like CTV and DOOH—still lacks the same level of cross-platform cohesion.
With EX.CO’s machine learning-powered full-stack platform, the hope is to speed up the evolution of unified auctions, contextual intelligence, and cross-screen monetization. That means better yield for publishers and cleaner pathways for buyers.
Inside EX.CO’s Video Arsenal
EX.CO’s platform already comes loaded with:
- Dynamic content automation for OLV, helping publishers deliver the right video at the right time.
- Contextual intelligence and personalized video recommendations to drive engagement.
- A CTV and DOOH ad server powered by large language models (LLMs) for real-time yield optimization.
By joining Prebid’s working groups, EX.CO gets front-row access to collaborative product development, technical guidance, and the chance to influence how the next wave of video ad standards is built.
The Bigger Picture
For publishers, this could mean fewer headaches integrating video tech, more consistent monetization across devices, and better alignment with where ad dollars are flowing—OTT, live sports streaming, and outdoor digital displays. For the industry, it’s another signal that open-source collaboration is becoming the standard playbook in adtech’s most competitive formats.
As EX.CO CEO Tom Pachys puts it:
“We’re here to share what we’ve learned, champion publisher interests, and help move the industry forward—especially as video continues to evolve.”
