Summits Yellow

StartApp Partners with Inneractive for Programmatic Video Exchange

David Murphy

StartApp Itay Rokni

Rokni: " “We enjoy a competitive, incremental stream of worldwide video inventory that perfectly complements our advertising platform”



Mobile ad firm StartApp has partnered with with Inneractive, a mobile ad exchange that specializes in native and video ads, to add a programmatic video exchange to its offering. The exchange will leverage Inneractive’s video technologies, including low-latency real time auctions, video transcoding and granular reporting.

StartApp’s worldwide video inventory is now available for purchasing via programmatic channels and private marketplace deals for all of Inneractive’s pre-integrated demand side-platform (DSP) partners. Guest DSPs are also welcome to apply to buy StartApp’s publishers’ inventory.

The new video exchange complements StartApp’s current ad network business and ad units, including its recently launched 360 degree ad unit, which the company says delivers an average eight-second average engagement per ad.

Soft launched in October 2015, the new exchange already currently programmatic video inventory available in over 150 countries, with 25 mobile video bidders participating in the real time auctions. Over 2,000 apps have been monetized using the exchange and 600 advertisers are participating, 85 per cent of which are household brands and 15 per cent are direct response.

“With this partnership, StartApp has expanded its existing, programmatic ad offering with the video exchange capabilities that Inneractive brings to the table,” said StartApp chief revenue officer, Itay Rokni. “By unlocking programmatic video, we now enjoy a competitive, incremental stream of worldwide video inventory that perfectly complements our advertising platform.”