Technology Appnexus Programmable Advertising

AppNexus rounds off a week of announcements with Microsoft video deal


By The Drum | Editorial

June 9, 2016 | 3 min read

AppNexus is poised to bring down the curtain on its Summarize Summit in London this week, with the ad tech outfit rounding off the week of announcements with the announcement that it has expanded its global technology partnership with Microsoft to include video.

Under the terms of the partnership, Microsoft will adopt AppNexus’ video supply-side platform (SSP) to monetise video inventory in select markets, this partnership builds upon AppNexus’ role as the exclusive technology platform for Microsoft’s display advertising business in 58 markets.

The deal means Microsoft can leverage AppNexus’ video technology in four ways: AppNexus provides video ad serving for direct sold inventory; instream monetisation for real-time bidding (RTB); outstream monetisation to drive new revenue on article pages; and VAST interstitial video to monetise games and apps.

Formats supported include instream (pre-, mid-, and post-roll) outstream video for desktop and mobile, and VAST interstitial video for games and apps. Programmatic transaction models include video RTB, mediation, managed campaigns, deals, and direct served.

Eric Hoffert, AppNexus, SVP video technology, said: “AppNexus launched its video SSP to fulfill demand for an open video marketplace, and onboarding Microsoft premium inventory is a major win for video buyers.”

Microsoft’s Barry Dougan, added: “We are scaling the AppNexus Video solution across additional markets and formats, making a large pool of video inventory available for demand partners, with phased activation planned throughout the rest of the year.”

“As Microsoft was an anchor client for AppNexus’ display business many years ago, their partnership in video is a turning point for our video marketplace,” continued Hoffert. “The endorsement from a large publisher like Microsoft confirms the need for an independent, end-to-end, and cost-efficient video solution for buyers and sellers.”

The AppNexus Video SSP is currently in closed testing with clients in the US and Europe, with general availability targeted for the end of the second quarter. AppNexus will showcase its latest video technology at its Programmable Age event series in London today (9 June).

This week has seen AppNexus make a host of announcements at the Summarize event series, where the company's CEO Brian O'Kelley, further underlined his opinion that the 'programmatic internet is dead', instead we are now in the 'programmable age'. Read more here.

Technology Appnexus Programmable Advertising

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