Digital video ad marketplace SpotXchange has seen a ten times increase in revenue for its real-time bidding marketplace and a seven times bump in global bid requests from 2011 to 2012, the company announced this week.
At the recent Beet.TV executive retreat, we talked to the company’s CEO Mike Shehan about the growth in ad exchanges over the last several years and the recent run-up in real-time bidding.
“In the last 18 months there is a rise of programmatic buying where a buyer is accessing and seeing all the inventory in a marketplace and determining on an impression by impression basis whether to buy the inventory and whoever has the highest bid wins,” he explains. Previously, programmatic buying was thought to refer to unsold inventory. But the reality is most publishers have some element of unsold inventory, and SpotXchange becomes an additional sales channel for them, he tells us. “It’s more about the automation of the process of the trade between buyers and sellers and connecting them directly. We find premium publishers are using SpotXchange’s private marketplace too to directly connect to buyers, and both sides can drive down the cost of the buy and the transaction,” he says.
In the last year, SpotXchange has added several new real-time bidding partners including Google’s DoubleClick Bid Manager, VideoHub, Acuity, Brand.net, Digilant and Struq.
More on growth at SpotXchange reported by David Kaplan at AdExchanger.