DataXu, a demand-side platform (DSP), on Thursday announced it has added the ability for marketers to buy video ads via private exchanges. The video ads will be available for programmatic buying.
Programmatic video ads on open exchanges have been available via DataXu since 2011. Now, the company says five private exchanges -- totaling over 400 publishers -- will make their display and video inventory available to DataXu.
One of those will be SpotXchange. Alex Merwin, VP of programmatic and business analytics at SpotXchange, stated that DataXu is already its largest global buyer of private video marketplace inventory.
“We’ve heard from a lot of brand marketers that they want the efficiency of programmatic, but won’t take the leap without more control and transparency around placement,” stated Aaron Kechley, DataXu’s SVP of product. He hopes the addition of private exchange inventory will lure brand marketers to the technology.