Ad tech giant AppNexus has announced partnerships with a wide array of video demand sources with the aim of complementing demand from its demand-side platform with a wealth of content. The partners include Adform, MediaMath, Tremor Video and TubeMogul.

In establishing these partnerships, the company hopes to accelerate its roadmap to building the industrys largest exchange-driven video marketplace. The deals come hot on the heels of AppNexus recent video supply-side platform and outstream video launches.

“In the same way AppNexus is considered a leader in the open internet for display, we are committed to building the largest and most vibrant marketplace for video,” said Eric Hoffert, senior vice president of video technology at AppNexus. “Our expansion into video comes at a particularly urgent time for the market.

“As Google closes open access to YouTube inventory and LiveRail exits the ad serving business, video buyers and sellers need an open market that provides broad choice and optionality.”

The partnerships will enable AppNexus to incorporate leading video bidders along with existing sources of supply and demand on its platform, resulting in increased price competition and creating opportunities for advertisers to find the perfect inventory for their campaigns. In return, publishers will gain access to key demand channels to monetise their content.

“TubeMogul is always eager to integrate with independent, transparent inventory sources to enable our clients to holistically plan and buy brand advertising across screens using our software,” said Keith Eadie, chief marketing officer at TubeMogul. “We applaud AppNexus for bringing more inventory to the marketing and taking an open approach.”