New York-based advertising intelligence specialist Integral Ad Science has acquired online video analysis service Veenome. Terms of the deal were not disclosed.
Veenome analyzes online videos for quality of content, 'brand safety' and viewability. Results provide advertisers and publishers with intelligence to help them determine the value of their video placement - for example, the overall 'in stream' quality of the video content or other quality metrics such as 'in banner vs. in stream', audio status, auto-play, location of the player on a page, player size and contextual category.
Integral says Veenome's offering will be used to enhance its existing video solution, which ensures video ads are viewable, fraud-free, in brand safe environments, on contextually relevant sites, and geographically targeted. In addition, it will use the new intelligence to identify, target and value video quality media in RTB (real-time bidding).
Scott Knoll (pictured), CEO of Integral Ad Science, comments: 'As brands rapidly embrace video advertising, it is imperative that they are able to measure placement. Today's acquisition of Veenome extends our leadership position, bringing our customers the industry's most comprehensive video analytics solution, underpinned by cutting-edge technology and the largest, most experienced team to support it.'
Web sites: www.integralads.com and www.veenome.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.