AppNexus Expands Capabilities To Connected TV
Global independent adtech company AppNexus has announced new capabilities to help advertisers and publishers reach and monetise their audiences on connected TV.
To continue to reach consumers as they shift viewing patterns from traditional linear TV to digital video, AppNexus’ video solution now supports advertising buying and selling on digital long-form content, including TV and film.
Through AppNexus’ Console for Buyers, advertisers can target their buys on connected TV devices, including smart TVs and game consoles, in addition to desktop, tablet and mobile.
For video publishers, the AppNexus Publisher Ad Server’s open dynamic allocation feature is designed to maximise revenue by enabling the balance of video buyer guarantees against programmatic video demand.
Through an integration with Yieldex, video publishers can also leverage impression-based forecasting to predict future video inventory availability across video attributes like player size, playback method and format, along with geography and domain.
Customers have leveraged AppNexus’ solution to monetise apps on Roku, Xbox and Android TV, and AppNexus’ Apple TV SDK will enable monetisation of VAST (Video Ad Serving Template) inventory.
Additionally, ad podding empowers long-form content creators to monetise their streams with multiple ad slots in commercial breaks. AppNexus now provides full support for the IAB VMAP (Video Multi Ad Playlist) standard, with an ability to handle competitive separation, frequency capping and bumpers/sponsorships.
Eric Hoffert, senior vice president of video technology at AppNexus, said: “Connected TV households increased 65 per cent between 2014 and 2017, and 10 per cent of TV viewing is now on these devices, per reports from the IAB and Nielsen.
“As consumers increasingly cut their cords and digital video becomes mainstream, publishers can’t afford to miss out as advertising dollars follow viewers to digital devices like connected TV.
“AppNexus is investing in video technology to help advertisers target their audiences in these new environments and help publishers profit in this shift to online video.”
AppNexus’ connected TV and long-form monetisation capabilities are now available in beta for select clients.
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