Microsoft improves video revenue by 200% using AppNexus SSP and header bidding
In the first quarter of 2018, Microsoft increased its video revenue on instream video inventory from AppNexus by 201 percent and experienced a 29 percent increase in eCPMs, compared to the first quarter of 2017, AppNexus announced last week.
Microsoft inventory is measured as greater than 80 percent viewable for instream pre-roll, greater than 75 percent viewable for outstream inventory, and greater than 75 percent completed for instream pre-roll.
Microsoft is among the more than 150 sellers using the AppNexus Video SSP to monetize premium inventory and grow AppNexus’ video marketplace. Since its launch in late 2015, AppNexus’ video marketplace has experienced a 230 percent compound annual growth rate (CAGR) of real-time bidding (RTB) video spend. The marketplace now has 272 daily active video buyers and 1,250 brands buying video impressions daily in the marketplace.
According to AppNexus, Microsoft leverages three different video ad formats, including instream pre-roll, outstream in-article, and AppNexus’ header bidding. By driving increased demand for each advertising placement, header bidding auctions provided revenue lift of up to 60 percent in select markets.
“Microsoft’s success in AppNexus’ video marketplace has provided high-quality liquidity and driven powerful network effects,” said Eric Hoffert, SVP Video Technology, AppNexus. “With more than six billion available impressions each month, their scale supports a high degree of audience buyer match and we see more than 150 daily active video buyers purchasing Microsoft’s supply, including major marketers, agencies, and external demand partners.”