Video ad tech company Unruly and AppNexus have tied up, bringing together buyers and sellers of outstream video at scale.
Under the deal, AppNexus’ video buying platform will join up with Unruly’s viewable video SSP UnrulyX, giving publishers and advertisers the ability to transact on video at scale.
AppNexus SVP video technology Eric Hoffert says the move will be welcomed in the market.
“Now that Google has pulled YouTube inventory from the open market and as Facebook sunsets LiveRail, marketer choice, flexibility, and agility, has been greatly restricted,” says Hoffert.
“AppNexus is working fast to bring access to diverse, premium video supply pools like those offered by UnrulyX to our open platform for buyers.
"Together with Unruly, we’re offering superior reach, greater audience-building and more transparent pricing to elevate the entire video advertising ecosystem.”
As a result of the deal, AppNexus buyers will have access to video outstream including MarketWatch, The Sun and Vouge Australia.
For Unruly clients, they will now have access to ad placement on hundreds of premium publisher sites through AppNexus’ private marketplace.
Unruly co-CEO Sarah Wood says : “Buyers want premium video inventory, but they also demand scale and viewability. The strength of this partnership is that AppNexus buyers have access to premium outstream inventory that is non-interruptive, while simultaneously increasing viewer engagement, brand performance and publisher revenues.”
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