Programmatic Experts Keen for Integrating TV and Digital Data

FORT LAUDERDALE — Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. That was a key topic of discuss at the Beet.TV retreat in Fort Lauderdale on the programmatic opportunities in TV. For instance, the “people challenge” in broader […]

 
 

Yahoo Rolls Up BrightRoll & Flurry To Make ‘Cross-Screen Graph’

FORT LAUDERDALE — After having purchased mobile ad analytics firm Flurry and video ad tech outfit BrightRoll, which will be the name for all its ad tech, Yahoo is looking at combining the force of each to help TV companies retain viewers with cross-screen ad targeting. Speaking with Beet.TV, Yahoo’s global TV and video partnerships chief Brent […]

 
 

Yahoo’s BrightRoll Roll-Up Unifies The Ad Interface: Horowitz

FORT LAUDERDALE — Take two bottles in to the shower? Now Yahoo has combined the platforms advertisers use to buy ads programmatically under just one. BrightRoll, the video ad tech company which Yahoo acquired 12 months ago, is now the name used to buy other kinds of ads, too. “The BrightRoll brand now will apply to the Yahoo DSPs as a […]

 
 

BrightRoll’s COO Falck: Nielsen is Bringing Mobile Ads to “Parity” with Desktop with Digital Ad Ratings

While consumption in mobile video has been explosive, advertising has lagged due in large part to a lack of adequate user analytics.   That will change with the integration of Nielsen’s Digital Ad Ratings (DAR), says Bruce Falck, COO of programmatic video company BrightRoll.  The integration with DAR was announced yesterday at the BrightRoll Video Summit […]

 
 

Programmatic Video is Center Stage at Yahoo NewFront with Brightroll Integration

At last night’s Yahoo NewFront event at Lincoln Center, interest in programmatic video advertising and the opportunity to buy highly targeted audiences, was widely talked about by Yahoo executives and several of media agency executives. For Yahoo, programmatic video is now a key part of the company’s monetization offering with its BrightRoll unit, which it acquired […]

 
 

Yahoo’s Big Data is Now “Lit Up” on Brightroll

LAS VEGAS –  Following its acquisition by Yahoo late last year, programmatic video adtech company Brightroll is now using data from Yahoo’s one billion global users, says Brent Horowitz, VP of Business Development at Brightroll, in this interview with Beet.TV. He says that the merger has also brought a vast video inventory from Yahoo to […]

 
 

Yahoo Expands Programmatic Video Ad Offering with Brightroll Integration, Andrew Snyder Explains

Yahoo’s acquisition late last year of programmatic video adtech company Brightroll means that the giant publisher will use data and analytics to target consumers with highly relevant video advertising, explains Yahoo’s Andrew Snyder, VP for Video Sales in this interview with Beet.TV The ability to both sell advertising direct to marketers —  and via programmatic, will  be one of […]

 
 

BrightRoll’s Mosher: Yahoo To Change the Mobile Ad Game

FORT LAUDERDALE — Mobile is one of the key areas of focus for video ad tech firm BrightRoll in 2015, and the company reckons its recent acquisition by Yahoo, for $640mn, will help it execute. “It’s been underpenetrated and underserved by the video market over the last couple of years,” Brightroll marketplace SVP and GM Dan […]

 
 

Yahoo Buys Video Ad Tech Company BrightRoll for $640 Million

Yahoo will purchase the video ad tech platform BrightRoll for $640 million in cash, Yahoo announced today. Recently, we interviewed BrightRoll COO Bruce Falck about the company and the sector.  The senior Google executive joined BrighRoll in July. We have republished that video today. TechCrunch first reported the likely deal last month.

 
 

Consumption is Powering the Mobile Video Media Transformation, BrightRoll’s Falck

Video viewing by a new generation, who see their phones and tablets as their “TV,” is driving a transformation of video consumption.   Advertising will be more integrated into mobile video as measurement tools become more sophisticated next year, says Bruce Falck, a former senior Google executive who recently joined video ad tech provider BrightRoll […]

 
 

Brightroll + Nielsen Study Ties Mobile Video to Effective TV Ad Campaigns

A Nielsen study of mobile video advertising effectiveness, commissioned by video adtech provider Brightroll, finds that cross-screen TV ad buying which includes video substantially drives the impact of a TV buy.   The study was presented this week at the Brightroll Video Summit in Manhattan.  For overview on the report, the and other developments around […]

 
 

Unlocking European Video Harder Than Display: BrightRoll’s Mitchell

COLOGNE, Germany — Switching on “programmatic” control of ad trading in video won’t be as straightforward as it has been in static display advertising, says one European video ad tech exec. “It has a complexity to it that display didn’t,” says BrightRoll European MD Andy Mitchell, in this interview conducted at the DMEXCO conference. “Display, press […]

 
 

2014 Is ‘The Year Of Private Marketplaces’: BrightRoll’s Avila

SAN FRANCISCO – The next stage in the adoption of  automated ad-trading tools, private marketplaces are helping so-called “programmatic” practices flourish, says an exec in the space. “If 2013 was the year of real-time bidding and programmatic coming in to reality, 2014 is the year of private marketplaces,” video ad tech vendor BrightRoll‘s marketing SVP Tim Avila […]

 
 

BrightRoll Eager For Slice Of Linear TV Ad Business

SAN FRANCISCO – After signing a deal with Clypd this summer allowing it to buy ad inventory for its clients from TV providers like Cox and DISH, video ad tech vendor BrightRoll reckons it can take a piece of the traditional TV advertising sector. Video is video. whether it’s own on a phone, an iPad, […]

 
 

Video Ad Fraud Could Be Eradicated This Year: BrightRoll CEO

CANNES, France — It seems like it was only a few months ago that the topic of video ad fraud cast a long shadow on the digital advertising sector. Now everyone is running around trying to eliminate the dark arts. And one tech vendor says those arts could already be extinguished before 2014 is done. […]

 
 

Three Essentials For Video Viewability, BrightRoll’s Tod Sacredoti explain

The concept of “viewability” has gained prominence lately, as advertisers – alarmed by news that many video ad impressions are not really viewed by humans – seek certainty about their wasted spending. Programmatic video ad platform Brightroll’s CEO Tod Sacredoti recently got up on stage at Brightroll’s own video summit to highlight the three prerequisites […]

 
 

Nielsen’s Hasker: Mobile Measurement Is The Future Of Our Business

Nielsen’s mobile video future starts this coming October. That is when the measurement firm will start quantifying mobile TV viewership following the recent announcement of the addition, says the company’s global product leadership president. Nielsen will fold mobile viewership in to its C3 TV ratings system in the fall. Before that, it will give its Online Campaign […]

 
 

The Great Unwatched: Viewability Shifts Kellogg’s Video Ad Strategy

For the last year, online video advertisers have been realizing that as many as 40% of video ads played and paid for may not actually be viewed by humans on the other end. On Sunday, The New York Times ran a big feature that has taken this new idea, the dirty secret of true, “viewability”, […]

 
 

Viewability Measurement Must Be Independent: BrightRoll SVP

The realization that as many as 40% of video ad views may be faked by publishers has given rise to systems measuring true “viewability” for advertisers. But one ad tech vendor says ad buyers shouldn’t trust “viewability” numbers when they are produced by publishers themselves. “The key for viewability is to make sure that the measurement […]

 
 

BrightRoll Focused on Viewability Measurement, Mobile Growth

The mobile video business now comprises about one-third of BrightRoll inventory and is on pace to hit 50% in the near future, more evidence of the fast growth of this ad segment, says Tod Sacerdoti, CEO and founder of video ad technology platform BrightRoll, in an interview with Beet.TV from the BrightRoll Video Summit. Better […]

 
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