AppNexus’ launches multimedia “superauction” technology is selected by Microsoft. The technology improves display and video media types to compete in parallel, resulting in superior performance and faster load times
AppNexus, the world’s leading independent advertising technology company, today announced the launch of multimedia “superauctions,” technology that enables multiple media types to participate in a single unified auction to drive increased demand for each advertising placement and improve monetization. BannerStream, the new video format developed by AppNexus that works with superauction technology, allows publishers to integrate a seamless video advertising experience within display ad units.
Microsoft implemented AppNexus’ superauctions to enable display and video media types to compete in parallel, resulting in superior performance and faster load times.
Superauctions, or multimedia auctions, run one unified auction so that advertiser demand for different media types competes with one another, the advertiser willing to pay the most wins, and the winning creative is served
Superauction Unifies Native, Display, and Video for Optimal Outcomes
AppNexus identified the trouble that advertisers face with in-banner video. Eric Hoffert, SVP Video Technology, AppNexus, says, “In-banner video has suffered from a negative reputation in the industry for years, and rightly so. Intermediaries often arbitraged video content into units meant for banner advertisements, which not only caused latency and ad quality problems but also left the publisher without the higher CPMs video creatives command.”
Hoffert adds, “As the internet becomes more programmable and customizable to the end user, superauctions can encompass other advertising formats and types of content to allow formats such as native, display, and video to compete for the same slot. This will enable publishers and advertisers to experiment with different ways to acquire, engage, and monetize their audiences across the open internet and support more optimal outcomes.”
BannerStream Results in High Video Viewability Rates
BannerStream is flexible and transparent to benefit everyone—publishers, advertisers, and consumers. It helps publishers by using HTML5 video and VPAID 2.0 rather than Flash, which improves browser stability and reduces latency. It can also run in large, medium, or small player formats across a variety of aspect ratios. For advertisers, the video player only plays content when the unit is in view, resulting in high video viewability rates.
AppNexus also signals the video format type—instream, outstream, or BannerStream— in the bid request for full transparency to buyers. BannerStream is fully compatible with VAST, allowing both publishers and advertisers visibility into tracking VAST events, including starts, completes, and skips. Finally, it is user and consumer-friendly, as it plays cross-platform with autoplay sound off, with an option to view in full screen for a cinematic experience.
“With multimedia superauctions, we created a publisher-friendly, revenue-driving replacement that has a native look and feel, rapid load times, and other user experience controls.” — Eric Hoffert, SVP Video Technology, AppNexus
Superauctions Technology Improves Performance, Quality and User Experience
David Carkeek, Principal Program Manager Lead, Microsoft, acknowledges the benefits of implementing superauction technology for selective markets. Carkeek says, “Since implementing multimedia superauctions on MSN inventory globally, we’ve seen a revenue lift of up to 60% in select markets. The performance, quality and user experience is better than any unified solution we have tested, and allows us to benefit from combined display and video demand to drive superior monetization.”
“While multimedia superauctions address many of the challenges associated with in-banner video formats today, the underlying auction technology has far-reaching potential,” continued Hoffert.
Like outstream video, BannerStream does not require the publisher to have existing video content on a page but instead leverages AppNexus’ video player technology. BannerStream results in a better user experience versus in-banner video as publishers control how the video ad renders, making it more seamlessly integrated with the overall site design. It can be used on desktop, tablet, and mobile devices; on mobile it is rendered in-line to provide a more native look and feel.
Multimedia superauctions are now available in beta on the AppNexus platform to both buyers and sellers.