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BizReport : Advertising archives : September 28, 2011

BrightRoll, SpotXchange, Nexage offer RTB ad options

Real time bidding (RTB) has been gaining ground throughout 2011, but two releases this week may make it simpler for advertisers to make real-time bids, optimizing their ad spending and engaging with more in market consumers. Both BrightRoll and SpotXChange are offering Real-Time Bidding (RTB) options for interested advertisers.

by Kristina Knight

First, SpotXchange has made 100% of its video advertising inventory available for RTB; the company reports a 120% increase in bid requests since May; they are the first solution to offer 100% RTB inventory.

Michael Shehan, co-founder and CEO of SpotXchange said, "We have seen incredible growth in the adoption of our RTB solution for video, and we find that RTB is quickly becoming more mainstream because it helps advertisers greatly reduce waste, increase performance and simplify the media trading process."

SpotXchange reports RTB bid requests have increased twelve times over during the past three months from exchange partners including TubeMogul, LiveRail, MaxPoint and Brainient.

And BrightRoll is launching an RTB option for it's online video marketplace, the BrightRoll Exchange. The release makes it easy for ad buyers to target ads to the individual impression level across the BRX library.

BrightRoll CEO and co-founder Tod Sacerdoti said, "Since its inception, we've focused on making BRX the leading marketplace for buyers and sellers. This translates to highly targeted, efficient video campaigns for advertisers and more revenue for publishers."

RocketFuel, Turn, DataXu and Media6Degress are among the first to integrate with the solution.

Finally, Nexage is taking RTB into the mobile space, offering scalable, RTB options to those in the mobile space. Through the platform unsold inventory is offered through non-RTB options, giving publishers and marketers more certainty their ads will be seen by consumers.

"RTB is very important for the user experience - ensuring that a consumer sees a relevant ad but doesn't see that ad five times in a row," said Ernie Cormier, CEO, Nexage. "In a real time exchange buyers value those impressions one at a time and make decisions at that instance, increasing the relevance to consumers."

Tags: BrightRoll, mobile ads, Nexage, online advertising, real-time bidding, RTB ads, SpotXchange, video ads

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