Video ad-tech company Unruly and AppNexus on Tuesday announced a partnership to combine the reach of AppNexus’ video buying platform with Unruly’s viewable video supply-side platform (SSP) UnrulyX. Unruly says that through UnrulyX, 70% of views are delivered across comScore 500 sites.
The partnership enables advertisers and publishers globally to implement premium outstream video campaigns at scale in an open market. It’s a response to buyers demanding more premium video inventory, scale and viewability at once. On the viewability front, the outstream format is considered non-interruptive. Plus, viewability is inherent, as the outstream ad doesn’t begin to play unless 50% of the creative is in-view. Viewers are also given the option to skip the ad.
Since Google has pulled YouTube inventory from the open market and with Facebook’s shuttering of LiveRail, AppNexus and Unruly believe they are presenting the market with viable options in terms of scale, audience-building and transparency in pricing that buyers are seeking.
"Everyone wants scale, viewability and quality when it comes to video. Until recently, buyers had to choose one or two of those. We’re now able to bring outstream video to AppNexus's premium demand partners. Essentially, it allows buyers to check all the boxes,” Unruly EVP of Global Business Development Kenneth Suh told Real-Time Daily via email.
According to Unruly, AppNexus buyers will have access to more than a billion monthly viewable outstream video impressions via UnrulyX, from business and news sites such as MarketWatch and The Sun, to sports sites including Goal.com, to lifestyle sites such as Vogue Australia, many of which are exclusive to UnrulyX.
According to the Unruly Future Video Survey, 62.1% of viewers globally want to be in control of their video ad experience. UnrulyX offers user-initiated placements on premium publishers’ sites. UnrulyX’s in-house brand safety team works partners, including Moat and Integral Ad Science to verify both viewability levels and human traffic and to ensure advertisers’ creative will only appear in brand safe environments. The company is also compliant with TAG’s Quality Assurance Guidelines.
For its part, AppNexus recently announced its own solution for video viewability, for both instream and outstream inventory, to help clients quickly and effectively identify and reach ideal consumers within video environments. In this capacity, the company supports IAB, GroupM, and custom definitions of viewability.
Of the partnership, Eric Hoffert, AppNexus' SVP, video technology, told Real-Time Daily: "Unruly's focus on mobile video, premium inventory at scale, and brand safety is strongly aligned with requirements that we hear from AppNexus video buyers. The addition of Unruly to our video marketplace enhances the power of video buyers to better meet campaign objectives via an expanded set of outstream publishers across the Web."