How Dailymotion Revamped Its Strategy And Built A Programmatic Platform
An interview with Bichoï Bastha, Chief Ad Tech Officer at Dailymotion
Dailymotion has been hard at work during the last 18 months. The video-sharing company has built its own ad tech stack, including a programmatic platform, which it had wanted to build since 2013.
A few key changes helped redirect Dailymotion’s course over the last few years. In 2015, French media conglomerate Vivendi purchased an 80% stake in the company. Vivendi integrated Dailymotion as its distribution and monetization platform while it provides content.
Over the last year and a half, Dailymotion has worked internally to launch new platforms and functions, but also to differentiate itself from the competition, namely YouTube.
AdExchanger caught up with Dailymotion’s Chief Ad Tech Officer Bichoï Bastha to learn more about the company’s current and future strategy.
AdExchanger: What was the main goal of Dailymotion’s revamp?
BICHOÏ BASTHA: The focus was to be the home for premium video and the home for videos that matter. So this is what we have been doing for the last 18 months.
We have revamped the old platform. We actually threw all the old code away for the consumer platform, and we launched our new platform that is built to surface our premium content on the subjects that people care the most about.
How are the early results?
We have seen that the premium video audience has doubled. We work with about 2,000 partners as well. And again that means that we have built a platform that reaches about 250 million uniques a month, and we do about 3 billion views overall each month. So that’s on the consumer side of the consumer platform …