Vungle has launched the new Vungle Exchange to serve high-resolution, high-bitrate 15-second video ads. The videos will be served almost instantaneously to offer low-latency ad-serving. The platform is in currently in closed beta.
The Vungle Exchange will initially support the IAB’s Video Ad Serving Template (VAST). But Vungle has also built flexible server-side technology that adapts to new formats and creative types. Developers don’t have to do any client-side work to conform to industry standard as they evolve, and advertisers can use their existing creatives.
The Vungle Exchange utilizes algorithms to optimize between app install ads and brand ads, depending on the user, to maximize revenue potential for developers and return on ad spend for advertisers.
Vungle Exchange uses granular controls based on category, device, and age restrictions to help ensure that the appropriate ads are served to the appropriate audience.
Advertisers, agencies, demand-side platforms (DSPs), ad networks and other exchanges can buy on Vungle Exchange. Advertisers can run 15-second HD video ad campaigns which are sold on a cost-per-impression (CPM) basis and are delivered via a VAST tag. The platform provides advertisers with granular targeting capabilities such as App ID, Device ID and other data parameters.
For developers the revenue earned is dependent on inventory, ad placement and user location. The value each impression differently depending on the expected value of the user. This is based on targeting information that gets passed onto advertisers including user Device ID, location and more. By allowing more granular targeting, Vungle opens up publisher inventory to a larger demand pool, which increases the value of each impression.