SpotX introduces video inventory curated marketplaces


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| 25 November 2015




Inventory management and programmatic marketplace platform provider SpotX has introduced curated marketplaces, designed specifically to help scale private deals.



Spot X believes that the next phase in the evolution of programmatic marketplaces has entered the video market, with the introduction of marketplaces built around advertiser needs, like viewability rates, audiences, devices and categories.

The SpotX curated marketplaces are created with video inventory from multiple publishers by packaging inventory into groups based on common audience or content categories, demographic profiles or performance-based goals like viewability. The marketplace is presented to the buyer under a single Deal ID, increasing efficiencies for publishers and advertisers.

“When you talk to the people at the agencies who set up and buy into private marketplaces, there is a lot of pain in scaling Deal ID based media executions,” Alex Merwin, VP, global programmatic demand at SpotX. “By grouping inventory by a buyer’s KPIs into a single curated market, we effectively neutralise the risks of publisher-specific challenges creating friction in scaling private market buys.”

Merwin added that since launching curated marketplaces six weeks ago, the company has seen adoption spike from nothing to over 15% of total gross media traded outside of SpotX's public marketplace globally.

Mia Mulch, head of inventory & data, UK, at Omnicom Media Group’s programmatic agency Accuen, suggested that curated marketplaces will likely be a valuable offering for online video ad buyers. “Curated marketplaces are a good way for buyers to access multiple publishers, making it easier to scale than traditional Deal IDs, all while still maintaining the same domain-level transparency levels we expect for a one-to-one private marketplace,” she added.