Extreme Reach buys digital video ad platform BrandAds

What: Video platform Extreme Reach has acquired BrandAds, a video ad digital company for an undisclosed amount of money.
Why it matters: The acquisition will offer Extreme Reach advertising clients with video ad measurement solution with fraud detection, audience measurement, brand safety, effectiveness research and social monitoring all in one platform.

errExtreme Reach, the video platform for integrated TV, digital and mobile video advertising, has bought video ad intelligence company BrandAds based in Emeryville, Calif. The company had already invested US $485 million when it bought DG's (now Sizmek) TV ads business,which expanded significantly its market share on the TV side.

This acquisition provides advertising clients with an advanced, real-time video ad measurement solution with fraud detection, audience measurement, brand safety, effectiveness research and social monitoring all in one platform, according to a press release on globenewswire.

jrExtreme Reach´s CEO, John Roland (photo) , said all 12 BrandAds employees will remain with the acquiring company.

BrandAds rolled out in April, an updated version of its ad server called BrandAds Bridge 2.0.This version includes measurement at the domain and placement level and allows brand marketers to track metrics around traffic quality, video player size and viewable impressions. BrandAds Bridge is designed to help solve the problem of pre-roll impressions, running in-banner, below the fold or auto-start.

Now Extreme Reach would also have to integrate BrandAds capabilities into the Cross-Media Reporting Suite, a platform Extreme Reach launched last March,so as to provide standard means of measurement for campaigns cross-screen.

“That way, if Coca-Cola is airing a commercial during prime time, for example, we’re able to detect the occurrences of when commercials are airing.We can detect that [a certain audience at prime time is] 600,000 people so we’ll know how many impressions it got on the TV side… and then determine how the media spend is being spread across screens on the digital side,” Roland claimed.

Of the approximately US $250 million in revenue Extreme Reach generates a year, 30% of its business is direct from brands while 70% is agency-derived. The company currently serves 9,000 advertisers and agencies, according to Roland .

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.


Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection.


How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

Sports marketing experts talk about what self created fans’ video content represents to them, at Portada’s Hispanic Sports Marketing Forum, held in New York on September 14.