AppNexus’s Hoffert: We Need to Reduce the Ad Tech Tax


AppNexus have been showcasing the progress they’ve been making on their video advertising since they first the video offering back in June, and the signs are that the company really is now taking video seriously. At their annual summit in New York today, Eric Hoffert announced the company now offers private marketplaces and buyers will be able to target outstream formats. AppNexus now have 85 video buyers using their platform, with roughly half of those being daily active users, including Media IQ and Xaxis EMEA. On the sell-side, new partners have been added via integrations with SpotX, LiveRail, and StickyAds.
The company is also launched a viewable marketplace yesterday, where buyers are guaranteed to only pay for ads that were viewed. VAN caught up with Hoffert in New York for an update on the offering and to discuss what he thinks are the main challenges for video.

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