Over the past two years, leading independent advertising technology company AppNexus has been putting greater focus on the video side of its business, and the results have been impressive.
Since the launch of its video marketplace in late 2015, AppNexus has seen buyers, sellers, and impressions significantly increase across its platform, with a 230 percent compound annual growth rate (CAGR) of real-time bidding (RTB) video spend. AppNexus also experienced a 360 percent quarter over quarter growth rate in 2017 for Connected TV spend on its platform.
In just over 24 months, the company has built and brought to market a Video DSP, Video SSP, and Video Ad Server. Last year, it expanded its video offerings to include innovative capabilities including multimedia superauctions, video viewability prediction and optimization, Connected TV with advanced audience targeting, and Prebid Video.
According to the company, more than 30 publishers are using Prebid Video for video header bidding, with more than 1 billion video header bidding ad requests monthly. Video publisher revenue from video header bidding has also increased by 100% from Q3 to Q4 2017.
Additionally, AppNexus achieved a 200% average quarterly growth rate for video bidder spend in 2017 on the platform, with 272 daily active video buyers and 1,250 brands buying video impressions daily in the marketplace.
“AppNexus has quickly established a strong position in the video market. We’ve signed several of the largest media companies in the world, deployed Top 100 websites in the US, and moved into critical new formats such as Connected TV and OTT,” said Eric Hoffert, SVP, Video Technology. “Our brand-safe marketplace offers publishers and advertisers control, scale, transparency, and independence which the walled gardens cannot, and our growth shows we have come to be seen as a key choice for video advertising.”
The AppNexus Video Marketplace serves both buyers and sellers; buyers use the AppNexus Programmable Platform, a new class of DSP with a machine learning engine and a video-specific line item; sellers use the AppNexus Video SSP and Video Ad Server with monetization across multiple video screens – desktop and mobile web, mobile app, and Connected TV. Short and long form video monetization for publishers is available via pre-roll (VAST) and commercial breaks (VMAP) in ad-supported TV and film content.