LAS VEGAS — When should you put an in-article video ad on a page – and when should you hold back?

Two-year-old Genesis Media of New York is an ad tech platform aiming to sensitively place auto-playing out-stream video ads, a format that is gaining in popularity.

“Video ad formats are easy to build, they’re difficult to deploy,” Genesis Media CEO Mark Yackanich tells Beet.TV in this video interview.

“You need a better pool of signals to determine when and where you deploy these ad formats.”

Yackanich says Genesis employs math, unique to his business, to determine appropriate placement: “There are certain categories of content where these units make sense. Our job is to understand which pages those are.”

Genesis, already up to a reported $13m in investment, claims to have grown its business by 2.5 times last year, calculating on 25mn URLs every day for hundreds of publishers.


This video is part of a series produced at CES which are sponsored by Adobe.