BrightRoll Debuts Real-time Bidding on BrightRoll Exchange
Video advertising company BrightRoll has announced the addition of real-time bidding on The BrightRoll Exchange (BRX), the company's video advertising marketplace.
The real-time bidding works on an individual basis (anonymously), allowing bidding on each individual impression. Advertisers are able to target users they want while benefiting from market pricing on each view. BrightRoll contrasts the offering to traditional bulk buying, where advertisers pay a set rate for a targeted viewer category.
With its large inventory of premium content, BrightRoll is able to offer brand-safe videos for advertisers at scale. It's already found an eager customer base, with RocketFuel, Turn, DataXu, MediaMath, and Media6Degrees all signing on for real-time buying.
The BRX includes thousands of sites and serves to over 100 million unique viewers each month.
"The launch of our real-time bidding capabilities comes in direct response to market demand and the incredible momentum we have behind us as the largest video ad exchange in the industry," says BrightRoll CEO and co-founder Tod Sacerdoti. "Since its inception, we've focused on making BRX the leading marketplace for buyers and sellers. This translates to highly targeted, efficient video campaigns for advertisers and more revenue for publishers."
Trident Capital, a new investor, leads the round; BrightRoll plans "ongoing expansion."
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