AppNexus, the world’s leading independent ad tech company, today announced partnerships with the industry’s leading sources of video demand to complement demand from AppNexus’ DSP, including Adform, engage:BDR, MediaMath, The Trade Desk, Tremor Video, and TubeMogul. These partnerships accelerate the company’s roadmap to build the industry’s largest, exchange-driven video marketplace and come on the heels of AppNexus’ recent launches of its video SSP, outstream video market, and anti-latency technology.
“In the same way AppNexus is considered a leader in the open Internet for display, we are committed to building the largest and most vibrant marketplace for video,” said Eric Hoffert, SVP of Video Technology, AppNexus. “Our expansion into video comes at a particularly urgent time for the market. As Google closes open access to YouTube inventory and LiveRail exits the ad serving business, video buyers and sellers need an open market that provides broad choice and optionality.”
By incorporating leading video bidders along with existing sources of supply and demand on the platform, AppNexus increases price competition, liquidity, and opportunities for advertisers to find the right inventory for their campaigns; it also enables publishers to access key demand channels to monetize their content. As one unified platform, AppNexus enables advertisers to achieve greater audience reach at a fraction of the cost, while still maximizing yield for publishers with both instream and outstream solutions.
“TubeMogul is always eager to integrate with independent, transparent inventory sources to enable our clients to holistically plan and buy brand advertising across screens using our software,” said Keith Eadie, Chief Marketing Officer, TubeMogul. “We applaud AppNexus for bringing more inventory to the market and taking an open approach.”
“Video continues to be a top demand for our clients as they expand their omni-channel approach. MediaMath and AppNexus recognize the importance of openness, allowing marketers to maximize the impact of their data. We analyze 200 billion impressions per day thanks in part to AppNexus and other leading supply sources, and we look forward to continuing to expand the open supply opportunities for our clients,” said Eric Picard, Vice President of Omni-channel Media, MediaMath.
“engage:BDR aims to bring our advertisers quality video inventory at scale. This partnership with AppNexus allows us to supplement our direct instream and outstream inventory with additional scale of trusted quality as our demand grows,” said Ted Dhanik, Chief Executive Officer, engage:BDR.
“In coordination with our demand partners, we’re building the industry’s most vibrant, open video ecosystem,” said Andrew Q. Kraft, VP Demand Partnerships, AppNexus. “It’s an ecosystem that benefits all participants through competition, choice and transparency. We share a common outlook: open beats closed.”
AppNexus will showcase its latest video technology at the San Francisco Publisher Summit it is hosting today. The AppNexus video SSP is currently in closed testing with clients in the U.S. and Europe, with general availability targeted for the second quarter.
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. For more information, follow us at @AppNexus or visit us at www.AppNexus.com