London – June 10, 2015 At its annual European Summit in London, AppNexus, the world’s leading independent ad tech company, today announced its full entry into the programmatic video advertising market. Leveraging the vast scale and audience reach of the AppNexus platform, the company intends to make programmatic video advertising available to advertisers at a fraction of the prevailing market rate and to do so in a way that preserves and improves yield for sellers of video inventory. eMarketer estimates the global online video market for 2015 at $7.8 billion, with 30% of that amount qualifying as programmatic-only.
“Three years ago, I announced that AppNexus was not going to enter video until we could introduce products every bit as strong as our display platform,” said Brian O’Kelley, CEO of AppNexus. “Since then, we have built a world-class team of engineers and technologists and created the foundation upon which to create a superior video products. Because of our scale, we offer greater audience reach and data match rates than channel-specific entrants. We can also deliver our product at a fraction of their cost. That translates to better value for buyers and increased monetization for sellers.”
Early testing of the AppNexus platform’s video buying product, which is currently in closed Beta, indicates segment-targeted campaign user reach that is ten-times greater than that of channel-specific competitors, with AppNexus providing inventory access to 250 billion video impressions per month and growing. The video buying product allows buyers to target campaigns for linear, in-banner or interstitial video ads by player size, playback method, and ad position (pre, mid, or post roll), and integrates with a number of leading video SSPs in the industry. Additionally, buyers are able to view video reports by quartile, skip, start, completion rate, and cost per completed view.
AppNexus also announced on Wednesday the appointment of Eric Hoffert as SVP of Video Technology. Hoffert is a respected industry veteran with over 25 years of experience at Apple, Spotify, JW Player, AT&T Bell Labs and startup ventures. At JW Player, Hoffert was CTO and EVP Product leading engineering and product for the company’s video player and monetization platform. At Spotify, he was the founding member of the video team and served as Video Architect for the world’s leading streaming music service. Earlier in his career at Apple Inc., he co-founded the QuickTime software project, led development of the first real-time software video compression algorithm running on the QuickTime multimedia standard, and managed the Multimedia Communications Group. For this work he received the Apple CEO Technical Award. Hoffert holds 26 patents and has worked as a digital video consultant at Disney, P&G, Viacom, VICE Media, SONY, and Stanford. At AppNexus, he reports directly to CIO Igor Shindel, in charge of a cross-functional engineering team spanning the company’s four business units.
“Eric’s appointment is critical to our full entry into video,” continued O’Kelley. “He leads a world-class team with mandate to address fundamental challenges like video ad latency, unified tools for video buying and selling, cross-screen video trading, innovation in video ad units, and more.”
Added Hoffert, “As the world’s leading independent ad tech platform, AppNexus is uniquely positioned to leverage scale and reach to create a superior video product. As an open platform, it offers customers more opportunity to innovate their businesses on top of our products. I couldn’t be more excited to join the company at this key moment in time.”
The company issued its video announcement at its annual European Summit in London. The video buying product is in closed Beta currently with an open Beta planned for the third quarter.
AppNexus is a technology company whose cloud-based software platform enables and optimizes programmatic online advertising. Its enterprise technology platform maximizes yield and campaign performance for sellers and buyers of online inventory. As the world's leading independent ad tech company, AppNexus is led by the pioneers of the web's original ad exchanges. Headquartered in New York City with 23 global offices, AppNexus employs more than 900 of the brightest minds in advertising and technology who believe that advertising powers the Internet. For more information, follow us at @AppNexus or visit us at www.AppNexus.com.