DataFuelX launches video ad marketplace DFX Marketplace
DataFuelX is creating DFX Marketplace, a video ad marketplace backed by 13 U.S. publishers, reaching 70% of TV viewers, and offering ad buying through AI agents.
Thirteen leading U.S. video publishers will back the new video ad marketplace DFX Marketplace, built by DataFuelX. The platform will cover nearly 40% of linear impressions across more than 50 TV networks and reach 70% of American TV viewers, Variety reports, citing DataFuelX co-founder Dan Aversano.
DFX Marketplace will become a cross-publisher trading platform for linear and digital television. Advertisers will get access to inventory from multiple publishers through a single point of entry. The platform will support ad buying both by demographic targeting and by audience.
"Our platform will support direct transactions between linear and digital television, as well as programmatic execution," Aversano said. He declined to disclose the names of the publisher companies.
What will the new platform change?
The main thing is a single point of entry. Previously, advertisers had to work with each publisher separately; now buying can be conducted through one platform under two models:
- direct transactions between linear and digital TV;
- programmatic execution by demographic and audience.
A separate focus is on artificial intelligence. DFX Marketplace will support ad buying and selling through AI agents: neural networks and customer-facing agents will be able to interact directly with all participating video publishers.
In simpler terms, DataFuelX is building infrastructure where ads are purchased automatically and across all network platforms at once.
How the brand video advertising market is growing
The launch comes amid rapid growth in the segment. The volume of brand video advertising online reached 24.8 billion rubles by the end of the first half of 2026, according to ARIR. Over the year, the segment grew by almost a third — plus 29%.
The video market is growing at double-digit rates, and publishers and advertisers are looking for ways to simplify deals at this volume. Platforms like DFX Marketplace are emerging as the answer to that demand.
Original: variety.com
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