As online advertising hurtles into a more programmatic future, video content marketing firm Visible Measures is following suit and plans to offer more self-serve options for brands partners in 2014, says Paul Krasinski, Chief Marketing Officer at Visible Measures in an interview with Beet.TV. The company introduced this week a demand-side platform called FabricSM that marketers, agencies, trading desks and publishers can use to plan and manage their campaigns via a programmatic interface.
“This year we are opening our tools with an engagement-centric DSP to generate engagement, sharing content, and driving earned media to help brands better optimize results,” he tells us. He adds that Visible Measures will continue to track performance for campaigns across media, from mobile, to online video to Web-connected devices.
VivaKi’s Audience on Demand unit is slated to use Fabric. The platform connects with Visible Measures data, as well as campaign benchmarks and third-party data. Fabric will also include native ads and opt-in formats, such as skippable in-stream ads.
The new offering is part of the continued growth and expansion at Visible Measures, which began in 2007 as a measurement firm and has since stepped into analytics, distribution, planning and now real-time automation.