COLOGNE – Virool, the San Francisco-based adtech firm that provides publishers with video ad units that appear in text articles, on desktop and mobile devices, is expanding its operations internationally with the its London operations headed by digital media veteran Andy Chandler.

At DMEXCO, we spoke with Chandler with the emergence of the new units, which are referred by some as “in line,” “out stream” or “in text.” He sees strong reception of the unit which appears in an article or stream and can be immediately closed or scrolled past.

The new unit has been widely talked about recently including this piece in the Wall Street Journal titled “Can Out-Stream Video Ads Help Save Video Advertising?”

Virool has been gaining traction with many big international publishers with its association with The Rubicon Project, explains Virool’s CRO Brian Danzis in this separate interview at DMEXCO.