Fyber and AppNexus join video supply partners
London – mediasmart Mobile – a mobile technology company whose DSP (Demand Side Platform) optimizes the media buying process to maximize engagement – has secured a range of new partnerships with leading video specialists, Fyber and omnichannel provider, AppNexus.
With availability of a rapidly growing inventory for this type of programmatic format for mobile devices, the new partners add to a broad range of mediasmart’s existing supply partners, offering both in-stream and out-stream video.
The new partnerships join existing video supply partners including MoPub, Google, ONE by AOL: Mobile, OpenX, and Axonix among others. Together, they will enable mediasmart customers to use video as part of their branding and performance campaigns. Mediasmart’s predictive targeting algorithms also enable its clients to offer a cost-per-viewing (CPV) model to advertisers.
“Our platform has supported video creatives for many years, but it’s only recently that suppliers are widely getting behind the video format,” said Noelia Amoedo, CEO, mediasmart. “With sufficient reach now in place it’s up to advertisers to recognise it as a viable option and make it a default component of their campaigns.”
According to some sources, only 37% of video spending went to mobile devices. Nevertheless, mobile video is expected to be the main growth driver for advertising spending in digital video, with 3-digit annual increases until 2019, according to eMarketer.
“Fyber’s partnerships with strong mobile DSPs such as Mediasmart are important to support mobile video brands and advertisers across all screens and devices. “As mobile is now the most popular consumer ‘first screen’, and with video becoming one of the most compelling formats for brands to engage with their audiences, Fyber has seen dramatic increases in programmatic mobile video spend, said Erwin Plomp, Chief Commercial Officer of Fyber’s RTB division.
“This partnership will enable MediaSmart advertisers to access Fyber’s cross-channel audience on desktop, mobile web and in-app, including Fyber’s SDK direct in-app audience reaching more than 500 million monthly active users globally.”
About mediasmart Mobile
mediasmart Mobile is the first Spanish company focusing on the real time optimization of mobile advertising (both on smartphones and tablets) using its proprietary technology platform.
mediasmart Mobile was one of the first movers into the mobile programmatic ecosystem, having launched in Jan 2012. It gives access to global mobile inventory – both in mobile apps and web – from more than twenty five ad exchanges/SSPs, and it has successfully proven throughout the years that its algorithms can effectively manage big data to deliver results. A proven and scalable technology, currently handling more than 400,000 ad requests per second, mediasmart can be used directly by clients on a self-serve basis or via APIs, and it handles both RTB and programmatic direct buys.
Located in London and Madrid, mediasmart Mobile includes a team of mobile and advertising experts, and is backed by well-known investors KOMM Investment (Michael Kleindl) and Kibo Ventures (Aquilino Peña).