SpotXchange, the trusted platform for video advertising, today announced the release of the video advertising industry’s most advanced programmatic API, which includes support for version 2.1 of the OpenRTB specification. For the first time in video advertising, SpotXchange is also offering OpenRTB support for Deal ID, the parameter transmitted to DSPs in Programmatic Direct deals, including private exchanges.
The OpenRTB specification is a standard protocol put forth originally by a pilot team of six companies in the online advertising space to reduce the cost and better synchronize advertiser and publisher requirements in the programmatic ecosystem. Now sponsored by the IAB, OpenRTB supports continued industry investment in programmatic by lowering integration and operational costs. SpotXchange’s new programmatic API mirrored the development of the OpenRTB specification to apply lessons learned from display to the video space.
The company considered the challenges of executing Programmatic Direct deals via Deal ID in the display advertising industry to more effectively create private buying environments at scale in video. Increasingly, SpotXchange is moving towards Deal ID over the use of ad tags, which are operationally intensive, lacking in transparency and contribute to latency and abandonment rates. With Deal ID, publishers know exactly which advertisers are running behind the deal and buyers can take advantage of dynamic pricing. SpotXchange already projects that 15 percent of its programmatic revenue comes from buyers and suppliers leveraging Deal ID over tags.
“Private exchanges facilitated with Deal ID are proving to be a key area of growth for the display industry, as advertisers seek to increase their exposure to top publishers programmatically. An open protocol further drives the adoption of automated trading across a broader range of platforms, devices, and advertising solutions,” said David Shapiro, Vice President of Business Development for DataXu. “It’s great to see companies like SpotXchange embrace the Deal ID standard for the video industry, and we look forward to continued support for the OpenRTB specification.”
In addition to offering OpenRTB support on desktops, SpotXchange’s programmatic API provides support for Programmatic Direct and Open Market RTB buying across mobile and connected devices. OpenRTB empowers SpotXchange to pass very detailed mobile specific parameters across hundreds of millions of mobile impressions in the SpotXchange marketplace.
“SpotXchange remains committed to offering support for industry standards and protocols that lower the barriers to entry for programmatic advertising as the video space presents a whole new set of challenges and complexities,” said Mike Shehan, CEO of SpotXchange. “Our new API and support for OpenRTB, including Deal ID and mobile, is the latest in a long line of advancements we plan to release to help publishers and advertisers maximize their ROI in this rapidly growing market.”
SpotXchange is the trusted video advertising platform for premium publishers, connecting them with advertisers, agencies, trading desks, DSPs and ad networks to ensure they achieve maximum revenue for their inventory. SpotXchange shows premium publishers and more than 1,000 world class advertisers that there is a better way to buy and sell digital video – with trusted solutions that guarantee total transparency, brand safety and real-time control in an open market or directly executed through the SpotXchange platform. Headquartered north of Denver, SpotXchange has offices in New York, London, and Sydney and is ranked 6th on comScore for video ads served, reaching over 200 million unique visitors in more than 80 countries each month. For more information, please visit www.spotxchange.com and follow SpotXchange on Twitter @SpotXchange.