Global CTV platform NEW ID, a subsidiary of media group NEXT ENTERTAINMENT WORLD, announced a global partnership with leading ad platform Unruly.

NEW ID, which distributes premium South Korean entertainment content (K-Content) on connected TV (CTV) and over-the-top (OTT) platforms across Asia, Europe and the US, has chosen Unruly as its preferred global supply-side platform (SSP).

The partnership will connect media buyers with premium global video inventory — available on 23 channels around the world and viewable on LG, Samsung, and VIZIO smart TVs — which can be bought programmatically through Unruly’s SSP, UnrulyX.

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K-Content, including K-Pop, known for its boy and girl groups consisting of multi-talented singers and dancers, has seen a huge surge in popularity around the world over the last decade. In a recent global survey of 18 countries, almost a quarter of respondents described K-Pop as “very popular” in their home countries (source: Statista).

Johan Kim, Vice President and co-founder of NEW ID, said: “The Unruly brand is recognized internationally for how it enables media partners like NEW ID to reach new heights through its many premium relationships within the ad industry. With their expert assistance, NEW ID will have its next breakthrough moment through the abilities to provide more control and understanding of campaign performance, as well as the tools necessary to drive ROI.”

The alliance enables NEW ID to tap into unique demand through direct relationships Unruly has with the world’s biggest advertisers and leading demand-side platforms, including its own in-house demand platform, Tremor Video DSP.

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NEW ID’s free, live-streaming channels are curated to serve audiences with a strong interest in the larger K-Content genre. Its fan-focused, in-house teams currently serve K-Content to viewers in 13 different countries, including the US, Canada, Mexico, Brazil, UK, Germany, France, Spain and Korea.

Kenneth Suh, Chief Strategy Officer at Unruly, said: “I’m delighted NEW ID has chosen Unruly as its first global ad tech partner. This partnership enables brands around the world to capitalize not only on the sensational surge in global popularity of K-Content, but also the growing usage of CTV and OTT platforms, which has accelerated during the pandemic.

“By assisting media buyers in unlocking these highly-engaged, highly-sought after audiences, I’m looking forward to helping NEW ID smash its performance goals and maximize the world-spanning reach of its content.”