Mobile ad serving and mediating platform AerServ has partnered with tech company BidSwitch to allow advertisers access to its mobile video inventory by enabling brands to buy mobile video through real-time bids.
Josh Speyer, CEO, AerServ, comments:
“In response to ever-increasing demand for mobile RTB, we have been focused on ramping up our programmatic offerings, and are very pleased to partner with BidSwitch, the only infrastructure switch for RTB in the industry, to enable efficient programmatic buying of high quality mobile and mobile video ad inventory at scale.”
Programmatic buying of ads has been growing steadily, but mobile video inventory has taken longer to be affected. However, AerServ’s mediation platform supports the newly IAB-standardised MRAID and VAST/VPAID specs. These mobile video ad display formats enable marketers to cater richer and more interactive ads, improving the consumer experience and driving engagement. Bob Walczak, General Manager, BidSwitch, confirms:
“eMarketer has ranked mobile as the number one area of opportunity for programmatic, yet very few platforms offer access to this volume of mobile video inventory, and even less can match the quality of AerServ’s publishers. We are thrilled to offer our partners and customers effortless access to that inventory.”
According to a recent VentureBeat report, mobile users have downloaded 350bn apps to date, spending 80-90% of three-hours per day on their apps. Time on mobile was up to 76% by 2014 with a fifth of US millennials using their mobile devices to access the internet. For brands and marketers this shift in consumer behaviour means an increased focus on buying mobile video inventory for mobile games and apps.
Access to AerServ’s inventory will be through MediaMath, the marketing tech provider and a launch partner of AerServ. The company is part of the MediaMath OPEN programme that connects buyers and sellers to collaborate. At the same time, BidSwitch customers can add the AerServ supply by “Flipping the BidSwitch”.