The new technology solves two pain points that have plagued publishers since the advent of short-form video, according to Jason White, the head of technology at The Arena Group.
The product comes at a critical time for publishers, many of which are seeing declines in readership as a result of changes to search and social algorithms.
When you look at younger generations, they are not traditional content consumers, White said. We want to give people the content consumption experience that they are most accustomed to.
It also allows publishers to easily monetize on-site vertical video content-a key development as the popular content format has been impossible to monetize programmatically until now.
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