Posted by SpotXchange on March 18, 2013
New Suite of Transparency and Control Features Help Digital Video Publishers Gain Insights and Make Informed Real-Time Selling Decisions
DENVER – March 18, 2013 – SpotXchange, the largest global marketplace of digital video advertising inventory, today announced a new suite of tools to bring programmatic selling of digital video to the forefront, and further enable publishers to make real-time, automated pricing decisions on an impression-by-impression basis. For the first time in video, publishers will have insight into who their buyers are, what segments of their inventory are most in demand, the associated bid density and CPMs of advertisers’ bids, and the tools to make selling decisions based on those insights.
Programmatic buying has become a household name in the advertising industry with hundreds of millions of dollars being spent on data scientists and sophisticated algorithms, all aimed at predicting the market value of any given impression opportunity in real-time. According to Forrester, programmatic buying will account for 22% of digital video spending in 2013. But programmatic selling has received considerably less attention and publishers have been unable to reap the full benefit of automating the sales process. SpotXchange is changing that by giving publishers comparable transparency and control that buyers have long enjoyed so they can optimize their inventory’s pricing and ultimately maximize their revenues.
“The SpotXchange marketplace has always supported both real-time buying and selling, but the rise of demand side platforms (DSPs) has armed the buy side with greater market intelligence and tools,” said Mike Shehan, CEO of SpotXchange. “It’s not a fair market if buyers are better-informed than sellers, which is why we’ve rolled out new tools to give publishers increased transparency into marketplace activity, putting them on an equal playing field with DSPs and agency trading desks (ATDS) by allowing them to make informed real-time selling decisions.”
SpotXchange’s programmatic selling tools for publishers provide new transparency and control features, including:
In addition to the new tools being released to publishers, SpotXchange completely rewrote the platform’s auction code, bringing down primary auction times to 30 – 40 milliseconds. This will deliver an added benefit to publishers who wish to serve the most valuable ad to their audience without requiring them to wait several seconds for an ad to render, which is more common with traditional daisy chain ad server implementations.
SpotXchange will conduct two training webinars this Wednesday, March 20 to introduce the new tools to the company’s existing publisher partners and teach them how to best leverage the suite of tools for optimal results. To sign up for the US-based publisher webinar, please visit: https://cc.callinfo.com/r/1k5rntf9wquq0. The new suite of tools will be generally available to all digital video publishers on April 3rd.
For more information on SpotXchange’s new programmatic selling tools, please visit: http://www.spotxchange.com/spx_publishers_overview.html.
With more than 400 million auctions per day, SpotXchange is the largest global marketplace of video ad inventory reaching 110 million unique visitors in more than 50 countries each month. The leader in programmatic buying and selling of video, SpotXchange connects thousands of digital publishers with advertisers, agencies, trading desks and ad networks running top brand campaigns through its IAB-certified marketplace. SpotXchange shows premium publishers and more than 500 world class advertisers that there is a better way to buy and sell digital video – with solutions that guarantee total transparency, control, and the best targeting and real-time optimization tools available in a premium video exchange environment.
Read the announcement on BusinessWire.