The ability to share online video spots has reinvented the video advertising business, says Alex Debelov, CEO of Virool, a platform enabling viral ads.

“It’s a really interesting phenomenon which has never happened in advertising,” he tells Beet.TV in this video interview.

“For the last 50 or 60 years, when marketers were producing spots for TV, all they had to see was, ‘How do we create something short, memorable’. Now they have figured out a way to create content that people can actually share and become the distribution for the brand themselves.”

Virool began in 2012 with the viral model. These days, the company is working on native ad placements for videos in between editorial text paragraphs.

Back this summer, Virool struck a partnership with Rubicon Project to allow the latter’s customers to buy mobole video ad placements through Virool.

This segment is part of a Beet.TV series presented by Virool titled “Emotions and the Virality of Videos.” The series can be found here.