Virool’s new Vertical Video Exchange opens vertical video ad inventory to over 150 DSPs
The exchange aims to expand programmatic access to mobile video inventory beyond Snapchat and Facebook.
As Snapchat, and now Facebook, Instagram, Twitter and other platforms have popularized vertical video, demand for vertical video ad inventory has followed. To make it easier for advertisers to buy vertical video ad inventory at scale, video ad tech platform Virool has launched the Vertical Video Exchange.
A partnership with Bidswitch enables access to the exchange to more than 150 agency trading desks and DSPs, including Google, AOL and Yahoo. Until now, Rubicon Project has been the exclusive programmatic provider of Virool’s ad units.
The inventory comes in the form of Virool’s Vertical Reveal ad format that the company debuted last May for mobile. The format is sold on a guaranteed 100 percent viewability basis. The video ads pause when less than 50 percent of the pixels are in view. The ads can also include social sharing buttons and customized end cards.
“We’re providing a greenfield source of inventory in brand safe environments. I am excited that now some of the world largest DSPs will be able to sell vertical video ads on top [of] publisher websites through Virool,” said Alex Debelov, CEO at Virool.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.