Advertisers on The Wall Street Journal’s website can now purchase Unruly’s outstream video ad formats, which create new premium video ad inventory within WSJ.com’s article pages.

Unruly’s premium outstream video format begins to play only when the video is in-view, as defined by the Media Ratings Council (MRC). Measured by Moat, the format is designed for viewability, and achieves viewability rates of 81.17% on WSJ.com, which is 35% higher than the Moat average for video.

With the addition of Unruly’s outstream video format, the Journal’s advertisers can now have access to more premium video inventory, allowing advertisers to innovate their video strategy beyond pre-roll ads.

Advertisers can purchase this ad format directly from The Wall Street Journal’s advertising sales teams, or programmatically via Unruly’s viewable video SSP, UnrulyX, which has added more than 300 additional premium publishers in the last three months.

Kenneth Suh, Unruly’s EVP of Business Development, told The SEM Post, “The Wall Street Journal is one of the most premium publications available today and we’re excited to be able to offer it to our clients in a programmatic way. Since we began testing our viewable outstream format on WSJ.com, we’ve seen incredible viewability rates, so it’s a great option for buyers looking to target business professionals in premium environments at scale.”

Unruly is also launching two private marketplaces (PMPs), reaching the highly sought-after audiences of “affluentials” and business leaders. The newly-released Affluentials and B2B PMPs are available from UnrulyX and will allow marketers to scale their reach across these hard to reach demographics with exclusive access to contextually-relevant, premium websites such as The Wall Street Journal.

Buyers can access inventory on UnrulyX through all major DSPs, including The Trade Desk, DBM, and AppNexus. UnrulyX uses Moat and Integral Ad Science to verify viewability and human traffic. Unruly is also compliant with TAG’s Quality Assurance Guidelines and JICWEBS’ Social Video Code. Unruly offers multiple PMPs through UnrulyX, as well as customized deal IDs, including packages for the Euros, currently being staged in France. To get more details, visit the UnrulyX PartnerPortal.