AppNexus continues header bidding push with PreBid Video launch

AppNexus claims the latest header bidding solution for video helps publishers avoid the 'Google AdX tax'

AppNexus is moving ahead with its header bidding-push, this time with the launch of an open source video solution on PreBid, with the adtech outfit claiming it can help publishers achieve advertising yield of up to 100% higher than alternative options, without having to compromise on viewer experience.

The adtech outfit has today (December 15) unveiled the launch of video header bidding capabilities in prebid.js, the open source solution used by hundreds of publishers, which it says lets publishers “ avoid the Google AdX tax,” with online video platform Playwire unveiled as its launch partner, claiming it has achieved CPMs of up to $30 using the solution.

While PreBid Video gives video publishers the same monetization opportunities as header bidding for display advertising, AppNexus is also quick to claim the latest video update has been designed to mitigate latency (a common criticism for header bidding’s detractors).

Eric Hoffert, AppNexus, senior vice president of video technology, is quick to champion the “open” nature of the PreBid Video offering, adding that it has been designed by various parties to help publishers run multiple transparent auctions across a number of demand sources so that a page loads by the time a users clicks Play on a video player.

He added: “PreBid has become the new monetization standard for display advertising, helping publishers realize the best market price for their inventory in a fair and transparent auction and avoiding the ‘Google AdX tax.’

"Everyone wins —publishers, advertisers, and consumers — when the industry transitions away from closed algorithms and black box methodologies to header bidding’s open auction approach.”

Playwire trialed PreBid Video in the run-up to the announcement, with the online platform claiming that it generated video revenue CPMs ranging from $15-to-$30 using the technology, with the average PreBid Video CPM 100% percent higher than the average price on the open video exchange, according to the outfit.

Jayson Dubin, PlayWire, CEO, added: “In addition, two of the largest advertisers in the US bought our video inventory via AppNexus. Based on these tremendous results, we’ve integrated AppNexus PreBid Video directly into our platform so that hundreds of video publishers can make use of it."

AppNexus’ video header bidding technology is now available in beta on GitHub, including prebid.js source code, documentation on how to integrate with Google DoubleClick For Publishers’ video ad server, and code samples for a number of popular video players and solutions including video.js, JW Player, Brightcove, Kaltura, and Ooyala.

The solution supports instream video for pre-roll, mid-roll, and post-roll ad units. PreBid Video is currently integrated with the AppNexus Video SSP, which consists of demand from hundreds of global video buyers and bidders, with adaptors planned for additional demand partners. A creative audit process with the AppNexus Video SSP ensures that ad managers running secondary auctions are excluded in order to further reduce latency.

As PreBid Video is built directly into prebid.js, the beta version is available to the more than 1,500 active community members, 200 publishers, and 10,000 websites that are utilizing the open source project.

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