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.

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).

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.

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.