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Vizu Offers Real-time Measurement of Online Video Performance
Value in Video program allows real-time optimization based on viewer sentiment.

Vizu, which creates online ad technology for advertisers and publishers, has launched its Value in Video program. It gives customers the ability to measure viewer sentiment for online video in real-time, and promises to work with any type of video.

As part of the launch, Vizu is enhancing its brand advertising effectiveness platform. It now supports the VAST (video ad-serving template) and VPAID (video player ad interface definition) standards, which were created by the Interactive Advertising Bureau (IAB). That means that advertisers or publishers who stream video compliant with VAST and VPAID can now use Vizu's in-stream tool to measure and improve brand lift.

"We strongly believe in the value of video, and that it has the potential to accelerate the flow of brand advertising dollars online," says Dan Beltramo, CEO of Vizu. "We're excited to announce our support of the VAST/VPAID standards, but aren't stopping there - we will soon be announcing integrations with many leading video player technologies, ensuring our customers can measure and optimize their video efforts anytime, anywhere."

"BrightRoll is a major proponent of standards like these that help move the industry forward, and we're happy to see partners like Vizu support them as well," says Daryl McNutt, BrightRoll's senior vice president of research and marketing.