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.
Extreme 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.
Extreme 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 .
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