During a presentation at the AppNexus annual Summit last November, Microsoft’s Esco Strong made a promise to beef up its exchange inventory.
As of Tuesday, Strong, director of programmatic managements, said that promise had been fulfilled in the form of new mobile inventory being made available in the Microsoft Advertising Exchange (MAX).
Advertisers in the US, Australia, Brazil, Canada, France, Germany, Italy, Japan, Spain and the UK can now bid on Windows Phone and Windows 8 in-app ads. MAX, which is powered by AppNexus, is live in 37 different geographic markets, a number that nearly doubled in the last 12 months.
Strong demurred when asked how much volume the new inventory added into the exchange, saying only that it represents “a significant increase in our supply.” MAX’s supply footprint took a hit when Microsoft replaced Hotmail with Outlook.com last year, but it’s been working to get the numbers back up. With the addition of phone and app inventory, as well as new supply from Outlook and Skype, Strong said MAX is back.
It’s an important move for Microsoft in its bid to remain a relevant player. According to July numbers from comScore, Microsoft's smartphone marketshare in the US is at just 3.6%.
“This is a business that is largely driven by scale and the need to be able to realize campaign goals at scale,” Strong said. “Not only will the new offering round out advertisers’ cross-screen inventory, but it also represents an overall bump in volume.”
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