• by Ben Frederick , August 3, 2015

Mobile video continues to catch on for programmatic buyers.

SpotXchange, a supply-side platform (SSP) for programmatic video, and demand-side platform (DSP) AudienceScience on Monday announced a partnership that will open mobile video ad inventory up to a wider base of clients. 

With 41% of video being consumed on mobile devices worldwide, the partnership seeks to capitalize on the explosive growth in mobile consumption. Despite record spending in mobile, access to data tends to be a limiting factor for many advertisers.

The integration with a programmatic platform like SpotXchange is helping to expand AudienceScience’s cross-device targeting capabilities, allowing marketers to target in-app traffic through via real-time bidding (RTB).

“We expect to see mobile video CPMs grow significantly this year as advertisers embrace the medium for big brand campaigns,” says Mike Shehan, CEO, at SpotXchange. “There’s a shift underway, with mobile video becoming less about immediacy or direct response, and more about higher-spend, brand-building executions.” 

This shift is largely predicated upon the improvement of device tech with each new generation. Advertisers can expect more quality and a higher volume of mobile video to become available in the coming months.

Cross-device targeting was considered to be the weakest link of AudienceScience’s offering, so the partnership with SpotXchange to tap into mobile video inventory -- with a focus on in-app ads -- helps shore up AudienceScience’s platform.

It’s the second time in as many weeks AudienceScience has made a move to up its cross-device targeting offering. Last week, the company launched “Signature,” a new technology it says assigns a unique identifier to individual consumers, which allows marketers to target those consumers across devices with a claimed high degree of certainty.