Microsoft, AppNexus expand global technology partnership

Microsoft Corporation and AppNexus have expanded their global technology partnership into video advertising, the companies said.

Under the terms of the partnership, Microsoft will adopt AppNexus´ video supply side platform (SSP) to monetize video inventory in select markets. This partnership builds upon AppNexus´ role as the exclusive technology platform for Microsoft´s display advertising business in 58 markets.

Microsoft leverages AppNexus´ video technology in four ways. AppNexus provides video ad serving for direct sold inventory; in-stream monetization for real-time bidding (RTB); out-stream monetization to drive new revenue on article pages; and VAST interstitial video to monetize games and apps.

The AppNexus Video SSP is designed to be flexible across video formats, scalable to connect large programmatic video buyers and sellers, efficient for easy adoption, and effective for latency reduction. Formats supported include in-stream (pre-, mid-, and post-roll) out-stream video for desktop and mobile, and VAST interstitial video for games and apps. Programmatic transaction models include video RTB, mediation, managed campaigns, deals, and direct served.

The AppNexus Video SSP is currently in closed testing with clients in the US and Europe, with general availability targeted for the end of the second quarter.

AppNexus is a technology company that provides trading solutions and powers marketplaces for Internet advertising.