The publisher will use its engagement data to make editing suggestions, such as the optimal video length for completions.
“I don’t think publishers are thinking about how to help the advertiser by adjusting what they’re doing,” Dicker said. “The mentality is that the advertiser wants to do it how they want to do it. We hope we can optimize what the agencies are doing and work collaboratively with them.”
The Post just started pitching the product to advertisers, so it doesn’t have any launch partners. Dicker expects that advertisers with rapidly expanding video advertising budgets will want to experiment with FlexPlay because of its promise to improve ad performance and engagement.