Unruly
Video advertising software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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What is Unruly
Unruly is a video advertising platform focused on planning, buying, and measuring video campaigns, with an emphasis on contextual targeting and attention-based metrics. It is used by advertisers and agencies to run video ads across premium publisher inventory and to evaluate creative performance. The product includes tools for contextual classification, brand suitability controls, and reporting on attention and outcomes. Unruly operates as part of a larger ad tech organization and is typically deployed as a managed service and/or platform-led media buying solution.
Contextual video targeting focus
Unruly emphasizes contextual targeting for video placements, which can support campaigns that avoid reliance on third-party cookies. It includes brand suitability and contextual controls intended to align ads with appropriate content environments. This is useful for advertisers prioritizing governance over where video ads appear. It also fits teams that want contextual signals integrated into planning and reporting.
Attention and outcome measurement
The platform is known for incorporating attention-oriented measurement alongside more standard delivery and viewability reporting. This helps teams compare creative and placement performance using additional signals beyond impressions and clicks. It can support creative optimization discussions with agencies and internal stakeholders. The approach is most relevant for upper-funnel video objectives where engagement quality matters.
Access to premium video supply
Unruly positions itself around access to premium publisher video inventory and curated supply relationships. This can simplify procurement for buyers who want managed access to video placements without stitching together many direct deals. It can also help with consistency of reporting across participating publishers. For organizations that prefer a single partner for multi-publisher video distribution, this can reduce operational overhead.
Less self-serve oriented
Compared with some platforms in the category that emphasize self-serve campaign setup, Unruly is often engaged through managed service or higher-touch workflows. This can slow iteration for teams that want rapid, hands-on changes without vendor involvement. It may also require more coordination for trafficking, creative updates, and reporting requests. Smaller teams may find the operating model heavier than needed.
Best fit for video-only
Unruly is primarily oriented around video advertising use cases rather than being a broad, unified omnichannel suite. Organizations looking to manage search, social, email, and CRM activation in one platform may need additional tools. This can increase integration and reporting complexity across channels. It is most suitable when video is a central part of the media mix.
Measurement methodology transparency
Attention and contextual scoring approaches can vary by vendor and may not be directly comparable across platforms. Buyers may need to validate how metrics are calculated, what inventory is eligible, and how results map to business outcomes. This can add evaluation effort during procurement and ongoing governance. Some stakeholders may prefer standardized third-party measurement frameworks.
Plan & Pricing
Pricing model: Pay-as-you-go (programmatic/auction-based; Unruly has historically offered cost-per-completed-view (CPCV) options such as the "Unruly Complete" CPCV model).
Free tier/trial: No permanently free tier or time-limited free trial is published on Unruly's official site.
Public price list / example costs: Not published on the official site. Unruly’s rate information is treated as proprietary/confidential and pricing is determined by Unruly (contact sales required for specific rates).
Discount / contract options: Not published publicly; pricing appears to be negotiated (custom) and may include dynamic/fixed auction pricing in deal configurations (Unruly CTRL for publishers).
Seller details
Unruly Group Limited (a Tremor International Ltd. company)
London, UK
2006
Subsidiary
https://unruly.co/
https://x.com/unrulyco
https://www.linkedin.com/company/unruly/
