News
Marketing can change the world

AppNexus furthers video drive in tie-up with StickyAds, Teads

AppNexus’ charge on the video advertising market is now in full flow with the ad tech outfit unveiling a video marketplace with partners including StickyAds and Teads, as advertisers start to turn their attention away from TV screens.

The ad tech outfit today (18 February) unveiled a marketplace product where advertisers can purchase outstream video advertising units – video ads run on text-dominant pages – as well as native ad units that can run across desktop and mobile.

Outstream video inventory differs from in-stream advertising units – where a video ad appears amid live-action, or animated content – which AppNexus claims enables publishers to better monetise their content with high-yield inventory.

Publishers wishing to monetise their inventory using the technology can auction the space off to potential buyers using the APpNexus seller tag, with AppNexus (yet again) positioning it as a credible alternative to Facebook and Google for both advertisers and publishers alike.

Eric Hoffert, SVP of Video Technology, AppNexus. Added:“With in-stream supply under compression, outstream offers all publishers the ability to monetize through video across multiple screens.”

Hoffert also cited Google’s recent closure of YouTube advertising inventory to third parties, plus the winding down of Facebook-owned LiveRail’s ad serving business as placing a squeeze on video inventory.

“We encourage sellers to bring their outstream inventory to our platform to build a diverse and vibrant pool of outstream supply. Unlike the walled gardens, our platform is built to foster choice, competition, and flexibility,” he added.

The new marketplace offers supports VAST, VPAID ad formats as well as JavaScript, and VPAID Flash software. Buyer can also purchase inventory via the market place through a number of ways including auction (using RTB), mediation, deals, and direct video ad serving.

France-based StickyAds and Teads are among the supply partners for the initiative, with Bannerconnect, with AppNexus also announcing its outstream offering is available for buyers in the U.S. and Europe. Closed testing with publishers is currently being conducted with general availability coming in the second quarter.

AppNexus launched its video advertising drive in earnest last year, with some claiming it was late to market when it comes to video, but AppNexus CEO Brian O’Kelley said the reason behind the delay was the need to concentrate on offering mobile inventory available via its platform first.

The move reflects media buyers’ growing need to reach audiences away from the dominant screen of the advertising industry (in terms of spend), with an AOL study published last year showing that TV ad budgets are starting to stagnate.

Ronan Shields

I cover digital media trading and martech for The Drum magazine, plus I write my own opinion pieces, I don't really commission them.

All by Ronan