What publishers should really ask when choosing an OVP, lessons from EX.CO’s Jacob Uzana

Publishers are under growing pressure to choose video technology partners that not only maximize yield, but also balance user experience, editorial integrity, and long-term growth. To help make sense of this complex decision-making process, EX.CO recently released a guide to evaluating online video platforms (OVPs).

Building on this, Rob joins Jacob Uzana, VP of Operations at EX.CO, to find out how publishers can sharpen their evaluation process, what questions really stand out in RFPs, and what trends are shaping the future of video.

Rob: First of all, while your latest guide is specific to OVPs, the overall approach to vendor evaluation could easily apply to other testing projects - well done. So let’s dive in. I’m sure you get a number of requests for proposals from publishers. Has there been a particular question in a RFP that was particularly smart?

Jacob: Some of the smartest RFP questions we’ve seen are the ones that ask us to evaluate a publisher’s current video strategy and recommend ways to improve it. These questions stand out because they reveal a publisher’s openness to collaboration and signal that they’re looking for a true partner, not just a vendor. They also give us the opportunity to demonstrate how consultative we are in our approach, and how well we understand their unique goals and challenges. It sets the stage for a more strategic, results-driven partnership from the start.

Rob: In the guide, you make a great point that “while ‘monetization’ is the top video priority for 59% of publishers, the decision makers involved in video strategy are evenly spread across revenue, editorial, and product.” Why do you think successful publishers spread out their strategy like this?

Jacob: In our experience, the most successful publishers are those who foster strong collaboration across revenue, editorial, and product teams. While priorities may vary from company to company - and even shift over time - aligning these departments is often key to building a sustainable video strategy. For example, some publishers prioritize user experience and engagement because they prefer a longer-term revenue strategy over short-term gains. That’s why it’s so important to work with a partner who can tailor their approach to your specific goals, rather than applying a one-size-fits-all monetization playbook.

Rob: Does traffic composition factor into the decision? Should publishers test differently on mobile vs desktop?

Jacob: Yes. Certain yield strategies perform better on shorter sessions (common on mobile), while others are more effective with longer engagement (often seen on desktop). Geo-targeting also matters - some OVPs have stronger demand in specific regions, which can significantly impact results. That’s why testing across different devices, geos, and session lengths is so important. Not all platforms are built the same: some leverage AI to optimize yield across variables, while others rely on more static setups. Understanding these differences is key to making a strategic, informed decision.

Rob: You mention only 23% of pubs rate their video experience as good or better, based on an industry survey by The Rebooting in partnership with EX.CO. What are the most common underlying reasons that publishers struggle?

Jacob: A common reason publishers struggle to rate their video experience as good or better is the disconnect between editorial integrity, user experience, and monetization goals. Many video tech solutions still offer intrusive ad formats, long load times, or irrelevant content placements that alienate users and undermine trust. To improve, publishers need tech that’s purpose-built to balance both UX and monetization - platforms that allow seamless editorial control, smarter ad decisioning, and a unified workflow where storytelling and revenue are not at odds but strategically aligned.

Rob: How can a publisher assess a vendor's SSP relationships and response rates during a limited test period?

Jacob: To clearly evaluate a vendor’s SSP relationships during a limited test period, publishers should track bid volume, enrichment quality, and floor price management, as these directly impact fill rates and revenue. Just as importantly, they affect how SSPs perceive the publisher’s account health, as excessive unmonetized requests can drive up SSP server costs, leading to throttled bids or reduced demand. Maintaining a clean, efficient, and profitable SSP account is essential for long-term success. This is where the impact of publisher demand comes into play.

Rob: What specific questions should publishers ask prospective vendors, their existing ad tech partners, or use in peer consultations to gain insight into a vendor's less tangible long-term health and reputation within the industry?

Jacob: Publishers should explore a vendor’s long-term strategic vision. Key questions might include: does the vendor’s technology answer all of my needs? What is the vendor’s approach to monetization and are they a true tech partner or a media partner? What are the vendor’s future plans and their innovation or product roadmap? Who are the people from the vendor that you’ll be working with? Do they provide superior customer support? Can the vendor provide references from long-standing customers or case studies that speak to their reliability and innovation over time?

It's also important to ask about the vendor’s track record on data privacy and regulatory compliance. Speak directly with some of the vendor’s partners to get candid feedback on their experiences. Ask if they would consider that vendor to be a trustworthy, transparent partner and whether their roadmap consistently aligns with market needs rather than hype.

Rob: Finally, considering an OVP is a "strategic investment," what is the most important piece of advice for publishers starting this evaluation process to ensure their chosen platform delivers sustainable growth aligned with their broader business goals?

Jacob: Choosing an OVP is more than a tech decision - it’s a strategic partnership. Look for a partner, not just a provider. The right OVP should have a strategic vision, product, and team that aligns with your needs and goals. It’s a delicate balance: deep expertise today, with a clear vision for what’s next. The right partner will help you achieve both.

Rob: What future OVP developments should publishers should be considering in the partners they pick today?

Jacob: One of the most critical future developments publishers should prioritize in an OVP is the integration of AI across the entire platform. It’s not just about streamlining workflows - AI is actively transforming how video content is categorized, monetized, and experienced. From intelligent yield optimization to personalized recommendations and predictive insights, the best partners will already be building AI into the foundation of their technology.

Another major trend to watch is the rise of vertical video. As audiences increasingly consume content in portrait mode across mobile and social platforms, publishers need OVPs that can not only support vertical formats but also continuously innovate around how this content is delivered and monetized on owned-and-operated properties.

Lastly, with media consumption fragmented across devices, publishers need OVPs that enable seamless experiences across CTV, mobile, desktop, and even DOOH. An ideal OVP should offer responsive design, adaptive streaming, and monetization capabilities tailored to each screen.

As Jacob emphasizes, choosing an OVP is less about selecting a tool and more about forming a strategic partnership that aligns with your broader business goals. From smart RFP questions to future-proofing with AI and vertical video, the decisions publishers make today will have long-lasting impact. For a step-by-step framework to guide your own vendor evaluation process, download EX.CO’s full OVP evaluation guide and start testing smarter.

This is content created in paid partnership with EX.CO. We only feature partners who we believe bring real value to the publisher community.