It's four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan.AppNexus CEO Brian O'Kelley, in this video interview with Beet.TV, says: "We're going in to open beta for our new video-buying product in early August. We're also innovating on the sell side to fix video load time - we'll release a product for that later in the year."
O'Kelley's company tried video back in 2010, but the results were disappointing and the effort was abandoned. "We weren't thrilled," he admits. "It didn't allow the kind of open innovation we were hoping for. "We spent the last 18 months rebuilding our video platform from scratch." Now the video platform hooks up with AppNexus services like Programmable Bidder (APB), which the company launched in June to offer audience reach, targeting, access to inventory, analytics and reporting.
O'Kelley says: "A couple of the largest video buyers on the internet are experimenting with ways they can use this APB capability for video."
Coming later this year, AppNexus plans a product to tackle what O'Kelley says are becoming unacceptably long video load times because so many servers are being called when videos are played.
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