AudienceScience partners with SpotXchange for programmatic video ads


Michelle Clancy

| 04 August 2015

AudienceScience has partnered with the programmatic video monetisation platform SpotXchange, making mobile video ad inventory available to global brand advertiser clients via an OpenRTB integration.

To date, advertisers' spend on mobile hasn't matched the growth in content consumption, with issues such as data holding back the mobile ad market. The OpenRTB integration and SpotXchange marketplace also allow advertisers to target in-app traffic, unlocking inventory that has thus far been inaccessible.

"Mobile consumption has been off the charts, and while advertisers have a desire to reach consumers in this new environment, they've faced a lot of challenges," said Mike Peralta, CEO of AudienceScience. "SpotXchange opens up new opportunities for brands looking to reach consumers with video advertising both in-app and across the mobile Web. As AudienceScience continues to expand its cross device targeting capabilities, we'll look for valuable partners like SpotXchange, which can facilitate both direct and RTB buys."

SpotXchange's modernised ad server is able to house both programmatic and direct-sold campaigns in a one-stop solution for publishers, allowing full transparency into yield maximisation across deal and inventory types.

The solution was built to support a publisher's full demand stack from premium direct campaigns to programmatic private marketplace deals, Mike Shehan, CEO, at SpotXchange, said. "Our integration with AudienceScience significantly boosts the robust pool of buyers we are able to offer publishers across both desktop and mobile."

He added: "We expect to see mobile video CPMs grow significantly this year as advertisers embrace the medium for big brand campaigns. There's a shift underway, with mobile video becoming less about immediacy or direct response, and more about higher-spend, brand-building executions."

According to eMarketer, mobile phones and tablets account for 41% of total video views worldwide, a share that has grown 95.2% over a one-year period and shows that consumers are actively watching more video across multiple devices. Global advertisers now must leverage unified cross-device strategies that take into account this new behaviour, using first party data to reach consumers wherever they are.