Microsoft expands partnership with AppNexus to include video advertising

Microsoft and AppNexus have expanded their global partnership to include video advertising. As part of this new expansion, Microsoft will adopt AppNexus’ video supply-side platform (SSP) to monetise video inventory in select markets. It is important to note that AppNexus is already the exclusive advertising technology platform for Microsoft’s display advertising business in 58 markets.

The deal means Microsoft can leverage AppNexus’ video technology in four ways: AppNexus provides video ad serving for direct sold inventory; instream monetisation for real-time bidding (RTB); outstream monetisation to drive new revenue on article pages; and VAST interstitial video to monetise games and apps.

The SSP supports instream (pre-, mid-, and post-roll) outstream video formats for desktop and mobile, and VAST interstitial video for games and apps. It accommodates programmatic transaction models including video RTB, mediation, managed campaigns, deals, and direct served.

Barry Dougan, VP of worldwide global display at Microsoft said “We are scaling the AppNexus Video solution across additional markets and formats, making a large pool of video inventory available for demand partners, with phased activation planned throughout the rest of the year.”