|[March 06, 2014]
DataXu Adds Video to Private Exchange Capabilities, Leads Industry in Private Marketplace Video Buying
BOSTON --(Business Wire)--
a leading provider of programmatic marketing solutions for brands and
agencies, today announced the addition of Private Exchange video to its
platform. This brings programmatic video to the point where brand
marketers can confidently make increasingly bold shifts in budget, from
TV, to premium quality digital video.
According to recent
industry research, 86 percent of brands and 91 percent of agencies
expect to spend more on digital video this year, with 31 percent saying
the budget will come from broadcast TV. DataXu (News - Alert) will deliver brand-safe
premium placements with programmatic decisioning and the transparency
currently missing from video ad networks.
"There is no question that DataXu has taken the lead as the first and
largest global buyer of video Private Marketplace inventory across
SpotXchange. This growth effectively was caused by DataXu providing our
SSP with the byers that have helped scale private marketplaces and
address the growing demand for premium programmatic video buying," says
Alex Merwin, Vice President of Programmatic & Business Analytics at
SpotXchange. "Publishers on our platform are eager to provide
advertisers new programmatic channels, and DataXu's product helps make
this a reality."
"We've heard from a lot of brand marketers that they want the efficiency
of programmatic, but won't take the leap without more control and
transparency around placement. With this new capability, our message to
brand marketers waiting on the sidelines of programmatic is 'Come in.
The water's warm!'" said Aaron Kechley, senior vice president of product
Programmatic video via the open
exchange has been an integral part of DataXu's omni-channel platform
since 2011. Globally, five Private Exchanges and more than 400 premium
publishers will make their display and video inventory available to
DataXu customers via DealID protocols.
DataXu's video for Private Exchange is now available. For more
information on DataXu and the market's most comprehensive Private
Exchange offering, visit http://www.dataxu.com.
DataXu is transforming the way companies build their brands in a digital
world through the industry's only fully integrated programmatic
marketing solution. The DataXu Platform offers cloud based software that
leverages data science to help enterprise marketers better understand
and engage consumers throughout the buying journey, and optimally manage
marketing investments for more efficient and effective customer
acquisition strategies. With 11 offices in eight countries, DataXu
services more than 700 brands across the globe. For more information,
or follow us at twitter.com/dataxu.
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