Publisher-focused video monetisation platform SpotXchange has seen rapid growth during the first half of 2015, with mobile video ad spend increasing 800 per cent year on year during Q2.

As publishers become more comfortable with programmatic, the company has seen massive increases in premium inventory sold through automated trading, primarily through increased use of private marketplaces, which now comprise over 40 per cent of the impressions managed on its platform, a 112 per cent increase year-on-year.

The platform, which deals with both programmatic and direct sale campaigns, has undertaken considerable product development aimed at giving publishers a holistic inventory management system and as a result, has seen mobile video ad spend explode.

“We are witnessing a stunning revolution in mobile video,” said Mike Shehan, CEO of SpotXchange. “Brand advertisers are now wholeheartedly embracing mobile, which has traditionally been used for direct response goals, such as performance-based or cost-per-acquisition marketing.

“We expect to see mobile video CPMs grow significantly this year as advertisers embrace the medium for big-budget, brand-building video campaigns. Our platform allows the publisher to control the transaction layer, rather than relying on third-party platforms for their monetisation.

“Publishers are responding by using programmatic to not just execute open marketplace buys, but to create controlled private marketplace environments and evaluate direct sold efforts in a single platform for full visibility over inventory yield.”