Vidible, a San Francisco-based start-up, which has created a content exchange platform for video creators and publishers, has received a $3.5 investment in a Series  A round lead by Greycroft Partners with IDG and The New York Times.

The role of Greycroft and IDG in the round  was previous reported in TechCrunch.   The participation of the Times along with an explanation of the platform, was shared by Tim Mahlman, c0-founder,  in this video interview with Beet.TV

Unlike most content syndication plays which involves a network of content creators, publishers and advertisers, where the content creators and publishers share the advertising revenue sold into the syndication, Vidible does not sell advertising and is not building a network.  It is  allowing content creators to use its exchange to power relationships with individual publishers.

Advertising is sold by either party or via Vidible’s integration with video ad networks and other video ad suppliers.  Mahlman touts the deep  analytics, control and transparency for all parties in the exchange.

The company’s business model is software as service,  where fees are paid on the the number of impressions powered through the system.

 

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