AppNexus Expands Global Technology Partnership with Microsoft to Include Video Advertising
NEW YORK, June 9, 2016
AppNexus, the world’s leading independent advertising technology company, today announced an expansion of its global technology partnership with Microsoft Corp into video advertising. Under the terms of the partnership, Microsoft will adopt AppNexus’ Video Supply Side Platform (SSP) to monetize 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 expansion of our partnership into video speaks to the value we place in our longstanding relationship with AppNexus and to the strength of their video technology, along with their flexibility to work with our existing video technology stack,” said Barry Dougan, VP Worldwide Global Display, Microsoft. “In select markets, buyers will be able to access Microsoft video advertising inventory via AppNexus as they do for display.”
“We are excited to partner with Microsoft, a premier global publisher,” said Eric Hoffert, SVP Video Technology, AppNexus. “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 leverages AppNexus’ video technology in four ways. AppNexus provides video ad serving for direct sold inventory; instream monetization for real-time bidding (RTB); outstream monetization to drive new revenue on article pages; and VAST interstitial video to monetize games and apps.
“Within 30 days we successfully deployed AppNexus video in our first market,” continued Dougan. “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.”
The AppNexus Video SSP is designed to be flexible across video formats, scalable to connect the world’s largest programmatic video buyers and sellers, efficient for easy adoption, and effective for latency reduction. 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.
“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 U.S. 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.
AppNexus is a technology company that provides trading solutions and powers marketplaces for Internet advertising. Its open, unified, and powerful programmatic platform empowers customers to more effectively buy and sell media, allowing them to innovate, differentiate, and transform their businesses. As the world’s leading independent ad tech company, AppNexus is led by the pioneers of the web’s original ad exchanges. Headquartered in New York City with 23 global offices, AppNexus employs more than 1000 of the brightest minds in advertising and technology who believe that advertising powers the Internet.