Telaria, which is merging with supply-side platform Rubicon Project, is to deliver a market-first cost-per-completed-view offering for News Corp.

The programmatic guaranteed CPCV video solution - the first in Australia - uses OpenRTB protocol, allowing video inventory to be traded via a client's demand-side platform.

News Corp Australia's commercial operations general manager Jason Denny says the capability demonstrates the effectiveness of its video solutions through performance-based buying metrics. "Our solution with Telaria provides our advertising partners with something the walled gardens of the digital platforms cannot - an efficient trading solution with independently verifiable performance measurement in a premium, trusted and brand-safe environment."

News Corp Australia claims its digital network reaches 12.8 million Australians, the leading premium publisher for online short-form video with more than 70 million content streams a month.

Telaria Australian general manager James Young says availability of performance-based metrics from which advertisers can plan and measure their campaigns is a necessity if the programmatic video industry is to mature. "The ability to offer CPCV measurement will allow publishers to be more flexible with their offerings and further optimise yield for their premium inventory."

Australia's Nine Entertainment, Network 10 and Seven West Media are already customers of Telaria, which is set to 'merge' with Rubicon Project mid-2020 in a deal with will see Rubicon's shareholders owning 52.9 per cent of the combined company. Telaria chief executive Mark Zagorski has been named as president and chief operating officer.