Dive Brief:
- AppNexus has developed a video viewability tool that will be free for marketers to use, but right now the tool is in closed beta and is expected to go into open beta by the end of Q2, according to Ad Exchanger.
- The tool works on both the buying and selling sides of AppNexus’ platform, and although it isn’t accredited by the Media Rating Council (MRC) yet, it does support the group’s viewability standard of 50% in view for two seconds as well as GroupM’s standard of 100% in view for 50% of the video’s duration with sound and autoplay off.
- AppNexus recently released its video SSP, still in closed testing; its video buying platform came out last September.
Dive Insight:
While video advertising is only becoming more and more prominent, viewability for video ads has remained something of a challenge as well as a point of contention between marketers and publishers and the social media platforms that serve those ads.
Given all its recent moves from launching a video ad buying platform, to releasing a video SSP, and now creating a free viewability tool for both sides of the video ad transaction, AppNexus is making it clear it is a major player in the video ad business.
Eric Hoffert, SVP of video technology at AppNexus, told Ad Exchanger, “Our primary goal is to have a fully transparent solution where publishers are awarded for high-quality inventory and clients can find that inventory. It’s consistent with our vision of creating a better video internet. There are too many intermediaries.”