DENVER, CO--(Marketwired - September 02, 2015) -
- Rebranding reflects evolution from ad exchange to ad marketplace, ad server, SSP and full-stack inventory management platform
- Distinction between programmatic and direct sales fades as market turns to holistic inventory management platforms that house all transaction techniques
- Private marketplaces explode to >40% of business as use of programmatic becomes more sophisticated
- Publishers seek monetization platforms independent from web giants amid disintermediation concerns
To build on its heritage as a pioneer of the programmatic video market, SpotXchange, the video inventory management platform for publishers, today announces its rebranding to SpotX.
Reflecting the changes in the market and its platform, the Denver-born, global company has shortened its name to highlight its evolution from an ad exchange to a holistic inventory management platform, developed specifically for the supply side. Its platform today incorporates an ad server, SSP, and programmatic infrastructure including both open and private marketplace capabilities to help publishers manage all aspects of their video ad inventory across desktop, mobile and connected devices.
Publishers are looking for an integrated, one-stop shop for their programmatic sales platform, according to Mike Shehan, founder and CEO, SpotX. "Their inventory is cross-channel," Shehan explained. "It sits across different devices, sales tactics and formats."
"They want a solution that houses both programmatic (private and open marketplace) and direct sold campaigns in a single platform to give them full yield visibility and optimization options across screens and video inventory types."
For the past few years the market has spoken about programmatic and direct sales models as competitors. With both now integrated into holistic platforms, publishers are starting to leverage the strengths of various programmatic selling styles alongside direct sales, rather than prioritizing one over the other.
"Publishers used to prioritize direct sales then push whatever was left into programmatic marketplaces," Shehan explained. "Now that direct sales and programmatic can be managed in a single platform, the us-versus-them mentality is fading."
"To truly optimize yield, publishers are combining the best of different members of the blended family of programmatic trading. This gives them visibility into CPMs and yield across buying styles, including programmatic direct, private marketplaces, open marketplaces."
"Publishers that continue to sell 90-plus percent of their inventory through traditional direct sales, then sell the remaining in programmatic marketplaces at sub-rate card pricing, are missing out on additional value. By using the added optionality, addressability and efficiencies of programmatic, publishers can potentially charge a pricing premium on a much larger chunk of inventory."
SpotX has seen a massive increase in premium inventory sold through automated trading this year, primarily through increased use of private marketplaces, which now comprise over 40% of the impressions managed on its platform. Compared to 1H 2014, private marketplace use grew 112% in 1H 2015.
The programmatic video pioneer, which introduced RTB to video in 2010, continued its rapid growth trajectory in 2015, with three new offices opened, 28% global headcount growth in the first 6 months of the year and a 90% increase in revenue H1 2015 vs. H1 2014.
The company represents the needs of premium publishers such as The Atlantic, Vox Media, Meredith Local, NDN, E.W. Scripps, Gamut, Viewster, Newsy, Bonnier, TEN: The Enthusiast Network, LifeZette, TV Insider, Tetris, iWin, Mode, and Digital Trends, as well as a host of household names that are expanding the role programmatic plays in their sales strategy.
With web giants exerting increasing influence on publisher monetization, concerns about being disintermediated from their audiences, advertisers and data are on the rise among publishers, and rightfully so. These concerns center around audiences being drawn away from publishers' inventory, as several big players actively create data pools and build ecosystems that compete directly with publishers' interests.
"Our platform allows the publisher ultimate control where the transaction happens, rather than relying on third-party platforms for their monetization," Shehan said.
"We provide a flexible platform that gives publishers, broadcasters, and video content producers the control to maintain the relationship with their audiences and advertisers directly, and the ability to leverage first and third-party data to enhance their value proposition."
SpotX is a video inventory management platform for premium publishers and broadcasters, helping them manage all of their demand sources from one place, and monetize content across all screens. The SpotX platform offers publishers unprecedented transparency and insight, creating a safe, controlled environment that allows them to connect with advertisers, and achieve the highest revenue possible.
Premium publishers and mobile app developers trust SpotX as the independent solution that helps them better understand the buying behavior of today's leading brands and maximize inventory yield across private marketplace, programmatic direct and open marketplace deals. SpotX's ad serving, leading programmatic technology, and open and extensible architecture help simplify the complex digital video ecosystem for global publishers.
Headquartered in Denver, Colorado, SpotX also has offices in New York, San Francisco, London, Sydney, Amsterdam, Hamburg, Belfast and Singapore. In July 2014, leading European entertainment network RTL Group acquired a 65% stake in SpotX, which was founded by CEO Mike Shehan and CFO and COO, Steven Swoboda, in 2007. For updates, please follow SpotX @SpotXchange or visit www.spotxchange.com.
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