Independent advertising technology company AppNexus has announced client success with Prebid Video, built on open-source header bidding technology platform Prebid.js.
Prebid Video is the latest technology built on Prebid.js. It enables publishers to monetise instream and outstream video inventory with customisation and control across desktop and mobile, offering revenue optimisation via premium demand partners, while reducing latency.
Premium publishers, including Ranker, FANDOM, and Diply, reported increased share of revenue through video header bidding, including eCPMs up to 100 per cent higher than tag-based integrations; ease of integration and extensibility; advantages of customisation; and optimised national and international yield.
Ranker integrated Prebid Video in the spring of 2017. Since that time, it has observed a significant rise in revenue from video header bidding for instream and outstream.
“At Ranker, we have seen video header bidding eCPMs twice those of our tag-based partners – a significant increase reflecting the premium nature of our supply,” Premesh Purayil, chief technology officer at Ranker, said.
“Our Q4 2017 revenue showed an even split between video header bidding and direct deals, with the former emerging as the principal driver of advertising revenue.
“Initially testing with over 50 tag-based video partners, we have already narrowed that down to 15 partners, streamlining our operations and improving efficiency.”
Entertainment media brand FANDOM went live with outstream using Prebid Video in June 2017, with plans to explore instream expansion in 2018.
“Prebid Video has allowed us to extend easily from display to video header bidding, a crucial capability for omni-channel publishers,” Lincoln Gunn, director of revenue partnerships at FANDOM, said.
“We have also been able to tap into international video demand and use multiple demand partners. These factors have enabled us to activate outstream revenue and move away from tag-based partnerships, leading to increased competition.”
Lifestyle website Diply built customised code within Prebid Video to facilitate competition between outstream video and banner units.
“Prebid Video enabled us to rapidly build a customised solution that uniquely supports our monetisation strategy, producing strong returns for our outstream video offering,” Sheri Ham, vice president of programmatic at Diply, said.
“In a short period of time, we were able to achieve more than a million video header bidding impressions transacted daily.”
Eric Hoffert, senior vice president of video technology at AppNexus, said: “Prebid Video unlocks valuable video supply and raises the quality of the video marketplace, transforming video header bidding from early adopter status to a mainstream monetisation strategy.
“We have seen more than one billion video header bidding requests monthly, and eCPMs are often well above average prices in video exchanges.”
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