Nexx360 helps publishers maximize revenue in complex programmatic video advertising environments

Nexx360The Programmatic Cloud for Video extends the benefits of the platform’s cloud-based programmatic advertising technology to video. Publishers can increase revenue, control ad auction dynamics, maximize ad delivery rates to increase page load speeds, and reduce their carbon footprint.

The Nexx360 tool reflects that video advertising is a high-growth sector – UK digital video ad spending reached almost £7bn in 2023, up from £3.48bn in 2020 – but that programmatic video trading is a can be a challenge.

In the traditional waterfall model, inventory quote requests are sent to multiple demand sources sequentially until the impression is fulfilled. It’s easy to implement, but it can cause latency issues, reduce competition, and limit opportunities to sell at the best price. The alternative, client-side header bidding, routes bid requests to different buyers simultaneously, helping to increase sales through competition. However, there are also latency issues and technical complications that prevent all relevant partners from being included in a truly holistic auction; This means that many publishers choose the waterfall method for their video ad inventory because it is easier to implement.

The Nexx360 Programmatic Cloud for Video addresses all of these issues; It bypasses both the waterfall system and classic header bidding and instead uses a dedicated cloud-based network layer. This technique eliminates all technical issues and provides a zero-latency solution that allows publishers to simultaneously integrate with multiple supply-side platforms (SSPs) without consuming significant computing power. This maximizes sales by increasing competition for its inventory without affecting website performance, while also helping to reduce carbon emissions.

André Baden-Semper, CEO and co-founder of Nexx360, says: “Video advertising is a growth area that offers great opportunities; CTV in particular has been a strong trend among our customers in recent months. But also because of the way advertising takes place, this engaging medium is not yet fulfilling its potential for publishers or advertisers – and at the same time, it is affecting the user experience. We have developed our successful cloud-based technology and server-side approach to cover video so that advertisers can reach their audiences quickly and easily. “So people get an engaging advertising experience and publishers maximize their revenue in a way that supports their broader sustainability goals.”

Nexx360 Programmatic Cloud tools are platform neutral to avoid conflicts of interest, SSP preferences and over-reliance on large technology providers. They are also designed to be tailored to customer needs without extensive technical support.

Since launching in the UK in early 2024, Nexx360 has been well received by UK publishers. The platform is also used by major publishers in various markets in various other European countries as well as in the USA and Japan.