• by Alex Weprin , June 12, 2018

The video advertising and monetization platform SpotX and the native supply-side platform Sharethrough are partnering “to bring SpotX’s programmatic infrastructure for outstream demand to Sharethrough’s in-feed video supply,” the companies said Tuesday morning.

In other words, Sharethrough’s publishing partners (which number more than a thousand, according to the company), will soon be able to access SpotX outstream demand. SpotX outstream buyers, meanwhile, gain access to a new type of video supply.

SpotX and Sharethrough are developing an open real-time bidding (ORTB) server-to-server integration to accommodate the access.

Publishers are increasingly hungry for advertising, and while pre-roll ads are proliferating, they have supply constraints, unlike outstream video ads, which are more versatile.