Nexx360 Helps Publishers Maximise Revenue in Complex Programmatic Video Advertising Environment
by on 24th Oct 2024 in News
Nexx360’s Programmatic Cloud for Video extends the benefits of the platform’s cloud-based programmatic advertising technology to video. Publishers can increase revenues, control ad auction dynamics, maximise ad delivery rates to increase page load speeds, and reduce their carbon footprint.
The Nexx360 tool reflects that video advertising is a high-growth sector - digital video advertising expenditure in the UK reached almost £7 billion in 2023, up from £3.48 billion in 2020 - but that trading video programmatically can be challenging.
The traditional waterfall model sees bid requests for inventory sent in sequence to multiple demand sources until the impression is filled. It is easy to implement but can introduce latency issues, reduce competition, and limit opportunities to sell at the best price. The alternative, client-side header bidding, presents bid requests to different buyers at the same time, thereby helping to increase revenues through competition. However, it also suffers from latency problems as well as technical complications that prevent all relevant partners being included in a truly holistic auction; this means many publishers opt for the waterfall method for their video ad inventory because it is more straightforward to execute.
The Nexx360 Programmatic Cloud for Video tackles all these issues; it bypasses both the waterfall system and classic header bidding, using instead one dedicated cloud-based mediation layer. This technique shakes off any technical glitches to produce a latency-free solution that enables publishers to integrate with multiple supply-side platforms (SSPs) simultaneously without using significant processing power; this maximises revenues by increasing competition for their inventory without slowing down website performance, while also helping to reduce carbon emissions.
André Baden-Semper, CEO and co-founder at Nexx360, says: "Video advertising is a growth area that offers big opportunities; CTV in particular has been a strong trend among our clients in recent months. But because of the way in which ad trading takes place, this engaging medium is not yet fulfilling its potential for publishers or advertisers – while also compromising the user experience. We have developed our successful cloud-based technology and server-side approach to cover video so that advertisers reach their audiences quickly and easily, people get an ad experience that is engaging, and publishers maximise their revenues in a way that supports their wider sustainability objectives."
The Nexx360 Programmatic Cloud tools are platform-neutral to avoid conflicts of interest, SSP preference and over-reliance on major technology providers. They are also designed to be tailored to customers’ needs without extensive technical support.
Since its launch in the UK in early 2024, Nexx360 has found good traction with British publishers. The platform is also used by major publishers across different markets in various other European countries, as well as in the USA, and Japan.
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