AppNexus Launches Open Video Marketplace Featuring Outstream Inventory

AppNexus Launches Open Video Marketplace Featuring Outstream Inventory
SHARE
THIS



Independent ad tech company AppNexus has announced the launch of its open marketplace for video inventory and introduced its extensive supply of outstream inventory, both proprietary and third-party.

With supply from multiple outstream and native video providers, including AppNexus, Teads, and StickyADS.tv, the marketplace will provide one of the industry’s largest pools of programmatic outstream units. Through its outstream supply, AppNexus’ marketplace empowers all publishers — not just video publishers — to auction video inventory with customization and control across desktop, mobile, and native.

“Programmatic video is a growing and critical component of digital advertising,” said Eric Hoffert, senior vice president video technology, AppNexus. “With in-stream supply under compression, outstream offers all publishers the ability to monetize through video across multiple screens. While other platforms have erected walled gardens around their video supply, we’ve created an open market driven by choice, competition, and innovation. Just as AppNexus emerged as the independent alternative to Google and Facebook in the display market, we intend to make AppNexus the independent leader in programmatic video.”

Google’s recent decision to limit open access to YouTube inventory and the wind-down of LiveRail’s ad serving business have compressed the supply of programmatic pre-roll inventory. At the same time, Twitter’s launch of First View — a mobile video unit similar to mobile outstream — presents an opportunity to non-video publishers, as campaign dollars are apt to follow quality video supply.

The AppNexus outstream marketplace offers publishers a monetization alternative across multiple screens and marketers a new and abundant supply of video inventory. Whether through AppNexus’ proprietary outstream unit or inventory from Teads and StickyADS.tv, advertisers can use the AppNexus outstream marketplace to access a highly viewable and engaging video advertising format.

AppNexus’ outstream video technology for publishers runs on both desktop and mobile web, supporting VAST, VPAID JavaScript, and VPAID Flash, and is available using RTB, mediation, deals, and direct video ad serving. It comes with three video players: HTML5, Flash, and a specialized inline mobile player supporting autoplay video, providing a Facebook-like in-feed experience for users on iOS and Android. Publishers can activate outstream selling through the unique AppNexus Seller Tag, which allows publishers to comprehensively monetize across display, outstream video, native, and mobile via a single streamlined tag while customizing outstream settings to accommodate business and editorial preferences. For advertisers and agencies, AppNexus added a new user interface for targeting Outstream video along with pre-, mid-, and post-roll inventory.

“AppNexus brings critical scale and flexibility to the growing outstream video market,” Hoffert continued. “We are taking an approach to promote innovation and creativity and fuel a choice-driven marketplace. 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. AppNexus outstream platform allows publishers on the open Internet to monetize their own brands and sites directly, putting them in full control of their video strategies.”

“We are thrilled to partner with AppNexus, in order to provide a robust pool of inventory to meet buyers’ growing demand for video inventory. Our client list includes many of the leading premium publishers in the world, numbering more than 500 clients and growing,” said Todd Tran, Teads Global Managing Director, Mobile and Programmatic at Teads.

“Using AppNexus’ unique solution combining outstream video, creative video hosting, viewability metrics and ad serving, we were able to exceed our partners’ business needs,” said Michel Vrancken from Bannerconnect, Europe’s leading data and advertising technology company delivering optimal digital experiences. “The outstream video technology is easily customizable and prevents disrupting the users’ website experience while still achieving video monetization via direct or programmatic campaigns.”

AppNexus’ outstream offering is in general availability for buyers and closed testing for publisher clients in the U.S. and Europe with general availability targeted for Q2.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]