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 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 commentDigital Platform
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]