Ad-tech provider AppNexus on Thursday announced an expanded global technology partnership with Microsoft for video advertising. Microsoft will adopt AppNexus’ video supply-side platform (SSP) to monetize video inventory in select markets. The partnership builds on AppNexus’ role as the exclusive technology platform for Microsoft’s display advertising business in 58 markets.
"We're pleased to be live in production with Microsoft for video monetization. We've launched this partnership with multiple video advertising formats in multiple markets in both Europe and North America. We look forward to ramping this up further with Microsoft as a valued partner," Eric Hoffert, SVP Video Technology, AppNexus, told Real-Time Daily via email.
Microsoft's Barry Dougan, VP worldwide global display, stated that in "select markets, buyers will be able to access Microsoft video advertising inventory via AppNexus as they do for display.” Further, Dougan said the company has already deployed AppNexus video in the last month in one market and will phase in more inventory for additional markets throughout the year.
Microsoft will use AppNexus’ video technology in four ways. AppNexus will provide video ad-serving for direct sold inventory, instream monetization for real-time bidding (RTB), outstream monetization to drive new revenue on article pages, and Video Ad-Serving Template (VAST) interstitial video to monetize games and apps.
AppNexus says its video SSP is designed to be flexible across video formats, scalable to connect the world’s largest programmatic video buyers and sellers, efficient for easy adoption, and effective for latency reduction. The SSP supports instream (pre-, mid-, and post-roll) outstream video for desktop and mobile, and VAST interstitial video for games and apps. It accommodates programmatic models including video RTB, mediation, managed campaigns, deals, and direct served.
The AppNexus Video SSP is in closed testing with clients in the U.S. and Europe. AppNexus plans to make it generally available at the end of the second quarter.