Ryff, a leader in virtual product placement (VPP), has announced a significant industry advancement by making its in-scene advertising platform programmatically ready. This development allows advertisers and agencies to purchase contextual, AI-driven product placements through their established programmatic channels, while content owners can seamlessly monetize their existing film, TV, and streaming catalogs as new ad inventory.
Quick Intel
Ryff's virtual product placement (VPP) platform is now programmatic.
Advertisers can buy in-scene ads through existing programmatic channels.
Content owners can monetize existing content libraries as new, scalable inventory.
The technology is powered by Ryff's Scene Intelligence™ and PhotonAI™.
It allows for targeting by audience, genre, and contextual scene metrics.
This unification brings brand storytelling and media efficiency together.
This programmatic capability, powered by Ryff's proprietary Scene Intelligence™ AI, connects brand demand with authentic moments in finished content. It effectively transforms any scene across film, TV, and streaming catalogs into flexible, targetable inventory. This means brands can now integrate in-scene creative into their audience-based and contextual buying strategies without the need for manual processes or new platforms, bringing a new level of efficiency and scale to VPP.
The move to programmatic trading addresses key challenges for both sides of the advertising ecosystem. For brands and agencies, it brings cinematic in-scene moments onto the same automated buying rails as CTV and digital video. For content owners, it provides a simple way to package and sell VPP inventory, unlocking perpetual revenue streams from both new releases and long-tail library content that was previously difficult to monetize.
The process is fully automated. Ryff's AI first analyzes content to identify brand-safe moments and eligible placement locations, publishing them as Virtual Placement Opportunities (VPOs) enriched with contextual metadata. Buyers can then target these opportunities based on audience, genre, or specific scene attributes. Once a buy is made, Ryff's PhotonAI™ technology automatically and seamlessly renders the brand's asset into the scene.
The integration of Ryff's VPP technology into programmatic channels marks a pivotal moment for the advertising and media industries. As noted by Steve Cox, CEO of Ryff, "Advertisers shouldn't have to choose between cinematic storytelling and programmatic efficiency." This innovation finally allows brands to plan, optimize, and measure integrated brand moments with the same precision as other digital video, creating a more unified and effective media strategy.
Ryff is the AI engine behind a new advertising marketplace, enabling brands to appear inside finished content through virtual product placement (VPP) and in-scene advertising. Built on the company's Scene Intelligence™ framework, Ryff helps advertisers reach audiences in context while unlocking new, repeatable revenue for content owners.
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