SpotXchange Rolls Out Real-Time Bidding Application

Video ad network SpotXchange is introducing SpotMarket RTB this morning, an application that offers real-time bidding for online video ad placements. Using SpotMarket RTB, advertisers, agencies, ad networks and demand side platforms can buy ads on an impression-by-impression basis in SpotXchange's auction-based market which includes 700+ publishers.

Targeting can be refined using SpotXchange's own behavioral targeting and retargeting tools and/or any third-party data sources. Using SpotMarket RTB, advertisers are able to increase their campaigns' performance by reducing waste and focusing on those sites with the best conversion results.

SpotMarket RTB is the latest example of how the online video advertising industry is maturing and offering better tools to advertisers and agencies. For example, over the past few months we've seen other exchanges introduced, from Adap.tv and BrightRoll. And, as I wrote about last week, consolidation is picking up as well, with deals like Specific Media-BBE, AOL-5Min, Tremor-ScanScout and Undertone-Jambo. All of this is happening in the context of surging viewership, which draws more and more advertisers to the medium. But beyond pure reach, it's the prospect of more efficient targeting, plus rich interactivity, that is distinguishing online video advertising from traditional TV buys.

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Categories: Advertising, Technology

Topics: SpotXchange