LOS ANGELES, April 30, 2014 /PRNewswire/ -- ReactX (http://www.reactx.com), a leader in the automation of billions of digital brand dollars across all screens programmatically, announced today an offering to audit high impact 'non standard' premium custom ad creatives at scale through the AppNexus platform. Now for the first time publishers can be assured that custom ad creative including skins, peels, take-overs, IAB Rising Stars, etc., are brand safe and will be rendered properly in real time on the fly without the timely and expensive manual pre-qualification process.
Previously, high impact premium custom ad inventory had to be sold manually – a process that could take up to six months. With AppNexus' audit capabilities, these custom creatives can be now bought and sold programmatically via RTB, opening up a channel for the estimated $200 billion in advertising revenue that currently sits outside of digital due to lack of scale and automation.
With the overwhelming majority of digital ads being bought and sold programmatically (specifically via RTB), there is a huge opportunity to up-level the channel for brands looking to make a bigger impact with their ads. Until now there simply hasn't been a way to scale high impact, premium custom ads effectively at the impression level, holding back billions of dollars from digital and trapping them in television.
"RTB was set up to handle standard ads because they are easy to scale, but they don't offer the type of branding impact leading brands and agencies are looking for," says Chip Meyers, CEO of ReactX. "While we are starting to see some brand dollars shift online, it's clear that many still don't fully understand what can now be done with higher impact premium custom ads via RTB. By working with an industry leader like AppNexus that is now auditing these premium custom creatives, we have enabled the last remaining piece to open the floodgates for real brand dollars to be leveraged at scale in RTB."
The advantage to buying and selling ads via RTB is that brands, agencies and publishers can buy and sell audiences. With all of the data and technology available today, this partnership is unleashing better performing, high impact, premium custom ads for the purposes of branding and solving the 'creative' problem plaguing RTB.
"Sophisticated and custom integrations are what brands agencies want—because they work. The barrier in buying these types of ad units however, has traditionally revolved around the time and cost commitment involved. Today's approach is tedious, requiring configuration processes that can take months. ReactX is breaking down the barrier by providing brands and agencies the only way to buy these effective ad units at scale across a third party supply," continued Meyers.
ReactX is the ad industry's largest and most innovative premium high impact custom cross device advertising technology platform built specifically for RTB. ReactX has exclusive integrations with the most powerful and largest buyers and sellers of digital advertising that helps them scale high-impact ad units across biddable inventory that previously were only available in direct, manual buys. Led by long time experts of premium display and rich media, ReactX allows brand marketers to marry their reach and engagement goals by combining the impact and engagement of rich media, large canvas type ads with the efficiency and scale of programmatic buying. ReactX is headquartered in Venice, CA and advised by top industry leaders such as Mike Wann, CRO Fullscreen; Ari Paparo, EVP Bazaarvoice; Max Mead/SVP Tubmogul; and Alex Berger, Founder of the Oligarchs and Entjoy. For more information on ReactX, please visit http://www.reactx.com.