Key Points

  • Custom high-impact ad formats have historically been limited to direct IO deals
  • Playwire’s new Flex Suite brings premium formats to programmatic buyers for the first time
  • Programmatic access to custom formats combines creative impact with targeting precision
  • Major DSPs and SSPs are partnering to enable programmatic access to these formats
  • This evolution represents a significant step forward in democratizing premium advertising
  • The technology enables 100% SOV and roadblock capabilities previously unavailable programmatically

The digital advertising landscape is witnessing a seismic shift, and Playwire is working to lead the charge. While premium custom ad formats have traditionally been the exclusive domain of direct IO deals, that's all changing. And it's about time.

Breaking Down the Walls of Premium Advertising

Let's face it – the digital advertising world has operated with an unusual divide for far too long. On one side, we've had programmatic buying with its efficiency and precision targeting. On the other, we've had custom high-impact formats that deliver breakthrough creative experiences but require direct deals and manual processes.

This segregation hasn't served anyone well. Advertisers want both the efficiency of programmatic and the impact of custom formats. Publishers want to maximize their revenue without maintaining separate systems.

The Evolution of Custom Formats

The launch of our Flex Suite represents more than just new ad formats – it's a fundamental shift in how premium advertising can be bought and sold. For the first time, advertisers can access truly custom, high-impact formats programmatically, including capabilities that were previously impossible through networks and SSPs.

Take our Flex Skin format, for example. We're talking about a 100% Share of Voice placement that combines an interactive, video-enabled leaderboard with a site skin. Previously, this kind of dominant presence required direct deals and manual implementation. Now? It's available programmatically, complete with the targeting precision that programmatic buyers expect.

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The Technology Behind the Transformation

Making this evolution possible wasn't just about creating new formats. It required rethinking the entire technology stack and forging new partnerships across the programmatic ecosystem. Our code-on-page technology enables capabilities that traditional programmatic platforms simply can't handle:

  • True 100% SOV roadblocking across multiple formats
  • Dynamic, responsive behavior that adapts to user interaction
  • Seamless video integration in previously static placements
  • Cross-platform consistency without sacrificing impact

The results speak for themselves. Our Flex Video format is achieving 70% video completion rates. The Flex Rail delivers 83% viewability. These aren't just incremental improvements – they're game-changing performance metrics that show what's possible when we break down the artificial barriers between premium and programmatic.

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Bringing Premium to Programmatic: The Partnership Approach

We're not doing this alone. We're currently working tirelessly with major DSPs and SSPs to make these premium formats available through standard programmatic channels. This isn't just about creating new formats – it's about integrating them into the existing programmatic ecosystem in a way that makes sense for buyers and sellers alike.

As we roll out these capabilities through our programmatic partners in 2025, buyers will be able to access these premium formats through their preferred DSP platforms. This means:

  1. Seamless Access: Buy premium formats through existing DSP and SSP relationships
  2. Standard Workflow: No need for separate systems or processes
  3. Full Targeting: Access to all standard programmatic targeting capabilities
  4. Unified Reporting: Complete integration with existing measurement frameworks

Why This Matters for the Industry

This evolution isn't just about new formats or better metrics. It's about democratizing access to premium advertising experiences. When we make high-impact formats available programmatically, we're enabling:

  1. Greater Efficiency: Buyers can now access premium formats through their existing programmatic workflows
  2. Better Targeting: Custom formats can now leverage the full power of programmatic targeting
  3. Improved Scale: Premium campaigns can scale more effectively across multiple publishers
  4. Enhanced Measurement: Unified reporting across all formats, whether standard or custom

The Future of Digital Advertising

As we look ahead, the distinction between "premium" and "programmatic" will continue to blur. That's a good thing. The future of digital advertising isn't about choosing between impact and efficiency – it's about delivering both.

The launch of Playwire’s Flex Suite and our partnerships with major programmatic platforms is just the beginning. But more importantly, we're seeing advertisers and publishers embrace a new way of thinking about premium advertising.

Moving Forward Together

The transformation of premium advertising isn't something any one company can accomplish alone. It requires cooperation across the entire ecosystem – publishers, advertisers, technology providers, and programmatic platforms working together to raise the bar for digital advertising.

For publishers, this means access to premium revenue without the overhead of managing separate systems. For advertisers, it means the ability to deliver high-impact experiences with programmatic efficiency. And for users? It means better, more engaging advertising experiences delivered with precision and respect for their experience.

The walls between premium and programmatic are coming down. It's about time. Let's build something better together.

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