AppNexus has announced an expansion of its global technology partnership with Microsoft into video advertising.
Under the terms of the partnership, Microsoft will adopt AppNexus' Video Supply Side Platform (SSP) to monetize video inventory in select markets. This partnership builds upon AppNexus' role as the exclusive technology platform for Microsoft's display advertising business in 58 markets.
"The expansion of our partnership into video speaks to the value we place in our longstanding relationship with AppNexus and to the strength of their video technology, along with their flexibility to work with our existing video technology stack," says Barry Dougan, VP, Worldwide Global Display, Microsoft. "In select markets, buyers will be able to access Microsoft video advertising inventory via AppNexus as they do for display."
"We are excited to partner with Microsoft, a premier global publisher," says Eric Hoffert, SVP, Video Technology, AppNexus. "AppNexus launched its video SSP to fulfill demand for an open video marketplace, and onboarding Microsoft premium inventory is a major win for video buyers."
Microsoft leverages AppNexus' video technology in four ways: video ad serving for direct sold inventory, instream monetization for real-time bidding (RTB), outstream monetization to drive new revenue on article pages, and interstitial video to monetize games and apps.
The AppNexus 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.