Transformative video technology disrupts traditional video player cost models to help publishers create new revenue streams, engage readers, and offer premium video inventory to advertisers

Connatix, a next-generation video technology company for publishers, announced the launch of Elements, the first online video platform (OVP) to unify editorial and revenue goals through an integrated technology stack.

With an advanced video player at its core and robust content management tools, Elements was designed to drive revenue with a video-first ad server and in-house exchange. In a real-time environment, Connatix’s proprietary algorithm makes smart decisions through a unified auction to drive the most revenue for the publisher while delivering a flawless video experience. This integrated approach offers built-in monetization, more efficiency and enhanced visibility for publishers.

Unique to other OVPs, Elements operates primarily on a revenue-share model with no up-front cost commitment or hosting fees. This pricing model removes the risk publishers often face when it comes to scaling their video content production.

“Elements redefines the traditional OVP by going beyond the player, and brings harmony to the publisher’s editorial and revenue goals with a unified technology stack. This completely removes the risk publishers have long associated with OVP partnerships, and creates guaranteed revenue while offering advertisers a brand-safe way to reach premium audiences,” said David Kashak, CEO of Connatix.

Connatix has completed its beta program with a group of ten publishing partners, and is working to integrate the technology with premier publishers across verticals including Literally Media, Inverse, and Washington Examiner. The end-to-end platform equips publishers with the tools they need to deliver high performing video experiences and scale their content strategy.

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“Video has been really important to the growth of Inverse. We see it as a necessary way to connect with our readers, and it’s something we continually invest in,” said Winton Welsh, CTO of Inverse.com. “Elements by Connatix has helped us advance that mission, connecting us with our viewers while boosting our revenue.”

From its inception, Connatix’s mission has been to help publishers deliver successful content experiences without compromise. In addition to Elements, its current product suite includes unique video formats such as Stories and Highlights, which allow publishers to aggregate articles and videos from their website and create immersive experiences. The company is also integrating natural language processing into their product suite following the acquisition of Kamidoo earlier this year.

“As much of the internet’s content moves towards video, Elements is an innovative technology with a commercial model that is aligned with publisher revenue models, and will help publishers take their video strategy to the next level.” Mr. Kashak said. “We look forward to rolling it out to new and existing clients. Now more than ever, the industry needs high quality ad-supported publisher content. We believe our technology can help more publishers connect with their readers and further their missions.”

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