AudienceScience, the maker of the AudienceScience® Helios Enterprise Advertising Management System, has partnered with the programmatic video monetization platform SpotXchange, making mobile video ad inventory available to global brand advertiser clients via an OpenRTB integration.
The partnership makes it easier than ever for AudienceScience’s brand-direct clients to access mobile video inventory. To date, advertisers’ spend on mobile hasn’t matched the growth in content consumption, with issues such as data holding back the mobile ad market. The OpenRTB integration and SpotXchange marketplace also allow advertisers to target in-app traffic, unlocking valuable inventory that has thus far been inaccessible.
“Mobile consumption has been off the charts, and while advertisers have a desire to reach consumers in this new environment, they’ve faced a lot of challenges,” said Mike Peralta, CEO of AudienceScience. “SpotXchange opens up new opportunities for brands looking to reach consumers with video advertising both in-app and across the mobile web. As AudienceScience continues to expand its cross device targeting capabilities, we’ll look for valuable partners like SpotXchange, which can facilitate both direct and RTB buys.”
SpotXchange’s modernized ad server is able to house both programmatic and direct sold campaigns in a one-stop solution for publishers, allowing full transparency into yield maximization across deal and inventory types.
The solution was built to support a publisher’s full demand stack from premium direct campaigns to programmatic private marketplace deals, Mike Shehan, CEO, at SpotXchange, said. “Our integration with Audience Science significantly boosts the robust pool of buyers we are able to offer publishers across both desktop and mobile,” Shehan said.
“We expect to see mobile video CPMs grow significantly this year as advertisers embrace the medium for big brand campaigns. There’s a shift underway, with mobile video becoming less about immediacy or direct response, and more about higher-spend, brand-building executions.”
According to eMarketer, mobile phones and tablets account for 41 percent of total video views worldwide, a share that has grown 95.2 percent over a one-year period and shows that consumers are actively watching more video across multiple devices. Global advertisers now must leverage unified cross-device strategies that take into account this new behavior, using first party data to reach consumers wherever they are.
AudienceScience is a global advertising technology and services company that puts marketing science firmly in the hands of the advertiser. The AudienceScience® Helios Enterprise Advertising Management System combines control and ownership of data with 100% media spend transparency. This gives advertisers a complete view of how every dollar spent goes towards reaching their desired consumers across online display, video and mobile media. A SaaS-based technology, AudienceScience® Helios enables advertisers to store and analyze on and offline data, build proprietary audiences, and target those audiences in real time and all within a single closed-loop system. With industry-leading audience targeting, data segmentation, a combined DSP/DMP, and comprehensive analytics, AudienceScience is the only company that enables brands to take full ownership of their marketing including data, technology, budget and — most critically — customer relationships.
SpotXchange is a video advertising platform for publishers that provides ad serving, programmatic infrastructure and advanced analytic services. SpotXchange is the trusted video advertising platform offering premium publishers holistic inventory management in order to maximize revenue for desktop, mobile and connected TV inventory while driving down operational costs. Publishers leverage SpotXchange’s ad serving, programmatic technology, and private marketplace capabilities to operate effectively in an increasingly complex digital ecosystem while gaining unprecedented transparency, insight and control over the buying behavior of today’s leading brands. Headquartered north of Denver, SpotXchange has offices in New York, San Francisco, London, Amsterdam, Hamburg, Singapore and Sydney and is consistently the top comScore video property for video ads served. For more information, please visit www.spotxchange.com and follow SpotXchange on Twitter @SpotXchange. RTL Group, the leading European entertainment network, acquired a majority 65% stake in SpotXchange in July 2014.