Vungle Launches Innovative New Exchange Technology, Announces Integration with AOL Platforms’ Adap.tv
Move enhances in-app user experiences, captures greater value and revenue for advertisers and publishers
Today Vungle announced the launch of new hybrid serving technology for Vungle Exchange, the first purpose-built exchange for in-app video ads. The new technology makes ad serving and ad selection smarter and faster, driving increased revenue for publishers and better ROI for advertisers.
Other exchanges offer only one of two serving models: pre-caching or streaming. Pre-caching means that the ads are “saved” to a user’s phone. These ads are always available and will appear regardless of whether or not a user is connected to the Internet.
Streamed ads are delivered to an app in real time, so they can be fresher and more relevant than pre-cached ads. However, streaming ads need a fast connection to run. Vungle Exchange is the first exchange to offer a hybrid of both serving models, so that users only see the freshest, most interesting ad possible.
Here’s how it works:
- When a user opens an app, Vungle Exchange starts a competition among thousands of ads from well-known brands and popular app developers. The best ads get pre-cached -- or saved to a user’s device.
- Right before an ad runs, Vungle Exchange checks if the conditions are right to stream an ad – in other words, serve an ad in real-time.
- If the conditions are right, Vungle Exchange runs a second competition to choose the best streaming ad.
- Vungle Exchange then compares the best streaming ad to the best pre-cached ad and serves the winner.
Vungle Exchange considers more than 50 variables and predicts millions of possible outcomes to decide whether pre-caching or streaming will provide the best user experience, and to select the ad with which that user is most likely to interact.
The entire process happens in less than 300 milliseconds, the time it takes for the human eye to blink. The transition between content and ad appears seamless to the user.
This breakthrough in technology comes just months after Vungle Exchange’s initial launch. The quick progress of Vungle Exchange’s technical innovation has attracted impressive partners. Most recently, Vungle integrated AOL Platforms’ Adap.tv demand side platform, Audience Path, into Vungle Exchange. The move extends Adap.tv buyers’ access to TV-quality ad experiences within mobile applications.
“Video is a huge driver of mobile ad spending, particularly within app environments that are now estimated to command more than 60 percent of digital time in the US*,” said Sean Crawford, SVP, Global Marketplaces and Inventory at Adap.tv. “Integrations with key partners like Vungle provide our customers with more opportunities to reach those engaged mobile audiences within their larger marketing mix of digital video and TV.”
“We’re delighted to announce the launch of hybrid serving, and to partner with Adap.tv,” said Vungle CEO, Zain Jaffer. “Vungle’s unique technology and Adap.tv’s demand-side platform integration will give marketers an easy way to manage their video ad spend across platforms, and give publishers a better way to monetize.”
Vungle is the way developers put video ads in apps. Vungle’s breakthrough video ad-serving technology and user-first approach has led to its track record of success helping developers monetize quickly and easily. Vungle was founded in 2012 and has offices in San Francisco, London and Berlin. The company currently powers more than 7,000 of the world’s top apps and reaches more than 100 million unique viewers every month. For more information visit http://www.vungle.com and follow @vungle.
Adap.tv, a division of AOL Platforms, is transforming the way video advertising is bought and sold. Adap.tv’s video intelligence platform, Pathway, helps many of the world’s largest brands, agencies, publishers and ad networks intelligently, effectively and safely plan, buy and measure billions of video ad trades programmatically every month across web, linear TV and mobile video.
Headquartered in San Mateo, California, Adap.tv has US offices in Chicago, Los Angeles and New York, and international offices in Australia, India, Japan, Singapore and the UK.
For more information, please visit adap.tv, or follow Adap.tv on Twitter @Adaptv, Facebook at facebook.com/adaptv and LinkedIn at linkedin.com/company/adap-tv.
For AOL Platforms:
Director of Communications, AOL Platforms
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- Contact Information
- James Christopherson
- Account Manager
- VSC for Vungle
- (1) (415) 677-9125
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