Inneractive’s programmatic exchange
As part of the deal, StartApp now utilises Inneractive’s mobile video technology, including low-latency real-time auctions, video transcoding and granular reporting. StartApp’s video inventory will now be available to purchase programmatically and via a private marketplace for all Inneractive pre-integrated DSP partners. The addition expands StartApp’s ad business, including its recently launched 360 degree ad unit to provide a panoramic ad experience.
Itay Rokni, CRO, StartApp, says:
“With this partnership, StartApp has expanded its existing, programmatic ad offering with the video exchange capabilities that Inneractive brings to the table. By unlocking programmatic video, we now enjoy a competitive, incremental stream of worldwide video inventory that perfectly complements our advertising platform.”
Since its soft launch in October 2015, the programmatic video inventory has grown to be available in 150 countries, with 25 mobile video bidders participating in real-time auctions. 2,000+ apps have been monetised using the exchange and 600 advertisers are participating. Among them are 85% of household brands and 15% direct response marketers.
Ziv Elul, CEO, Inneractive, adds:
“This partnership combines StartApp’s scale of unique, high performance video supply with much of what Inneractive has built in the last couple of years, namely advanced mobile video capabilities and a strong, RTB-based private marketplace offering. We’re excited to partner with StartApp and feel that this partnership adds tremendous value to the clients and partners of both companies.”