LONDON and NEW YORK and SYDNEY, June 7,
2016 /PRNewswire/ -- Video ad tech company Unruly and
AppNexus, the world's leading independent advertising technology
company, today announced a partnership to combine the reach of
AppNexus' video buying platform with the quality and scale of
Unruly's viewable video SSP, UnrulyXâ„¢, where 70% of views are
delivered across comScore 500 sites.
This new alliance is an important step in ensuring that
advertisers and publishers around the world can transact premium
outstream video campaigns at scale in a fair and open market.
"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," said Unruly
Co-CEO, Sarah Wood.
"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," said
Eric Hoffert, SVP, Video Technology,
AppNexus. "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."
AppNexus buyers will have access to more than a billion monthly
viewable outstream video impressions via UnrulyX, from business and
news sites such as MarketWatch and The Sun, to sports sites
including Goal.com, to lifestyle sites such as Vogue Australia,
many of which are exclusive to UnrulyX. The video ad tech company's
SSP delivers user-friendly video formats, giving buyers the
opportunity and scale to diversify their digital video buy beyond
pre-roll.
According to the Unruly Future Video Survey, 62.1% of viewers
globally want to be in control of their video ad experience.
UnrulyX offers user-controlled placements on premium
publishers' sites, ideal for advertisers looking for high-impact,
viewable ad placements on sites where consumers are already
watching and consuming video. Viewability is inherent, as the ad
does not begin to play unless 50% of the creative is in-view and
always allows the user to skip the ad.
UnrulyX's in-house brand safety team works closely with trusted
partners, including Moat and Integral Ad Science, to verify both
viewability levels and human traffic and ensure advertisers'
creatives will only appear in brand safe environments. The company
is also compliant with TAG's Quality Assurance Guidelines and
JICWEBS' Social Video Code.
As part of its mission to create a better video internet,
AppNexus recently announced its own solution for video viewability,
for both instream and outstream inventory, to help clients quickly
and effectively identify and reach ideal consumers within video
environments. In this capacity, the company supports IAB, GroupM,
and custom definitions of viewability.
UnrulyX will give clients access to ad placements on hundreds of
premium publisher sites through AppNexus' open exchange and Private
Marketplace. A full list of Unruly's media partners can be found on
the UnrulyX Partner Portal here. UnrulyX inventory is planned for
availability in the AppNexus video marketplace by the end of
June.
About Unruly
Unruly is the ad tech company that gets
videos seen, shared and loved across the Open Web. Positioned at
the intersect of video, social, native & mobile, Unruly uses
emotional audience data and user-friendly video formats to
massively increase viewer engagement, brand performance &
publisher revenues.
With 3 out of every 4 video views now taking place outside of
YouTube, 90% of Ad Age 100 brands have already used Unruly to
connect with audiences at speed and scale across the Open Web.
UnrulyX is the first supply side platform (SSP) for mobile video
to offer scaled delivery of native ad formats and guarantee the
viewability of premium video impressions bought via RTB.
Unruly employs more than 200 people across 15 offices, with
regional HQs in London,
New York and Singapore.
Differentiated by a unique data set of 2 trillion video views
and powered by a full tech stack, Unruly adds value by
algorithmically evaluating content shareability and
programmatically targeting custom audiences. Viewability is 100%
guaranteed to an audience of 1.44 billion monthly unique users
across mobile, tablet and desktop devices.
Its super power is emotional ad tech. Its secret weapon is
passionate people on a mission to #DeliverWow. Unruly was acquired
by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in September 2015.
About AppNexus
AppNexus is a technology company that
provides trading solutions and powers marketplaces for Internet
advertising. Its open, unified, and powerful programmatic platform
empowers customers to more effectively buy and sell media, allowing
them to innovate, differentiate, and transform their
businesses.
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 1000 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.
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SOURCE AppNexus