At the recent AppNexus Summit, in addition to an announcement by AppNexus regarding new APIs which will allow partners to build their own tools on top of the company's real-time ad platform, Microsoft outlined its plans for roll-out of its owned-and-operated display inventory through its exchange (see the new product page), which is powered by AppNexus' platform technology.
Esco Strong, Director, Exchange Marketplace Management at Microsoft, provided a brief summary of plans to AdExchanger.com.
AdExchanger.com: What's next steps in the plan with roll out of Microsoft inventory?
ES: Currently the Windows Live inventory is available via the Microsoft Advertising Exchange in the U.S. only (and soon MSN will be there as well). We have plans to launch our Exchange with WL and MSN inventory in Canada, the U.K. and the Netherlands in the next few months. We also hope to have third-party partnerships to announce soon and will share more when we’re able.
What sort of targeting is available? And, can people bring their own data, third-party data?
We make demographic targeting segments available on RTB requests for our mobile “ads in apps” inventory that is part of the Microsoft Advertising Exchange. For PC display inventory, buyers can leverage their own data or any third party behavioral segments available via their DSP. Microsoft behavioral targeting and intent-based segments continue to be available for purchase via the Microsoft Media Network.
By John Ebbert