BrightRoll Releases Console for Programmatic Video Ad Buying
Video advertising company BrightRoll is offering ad buyers a new tool for programmatic buying starting today, with the release of a console that lets them plan, purchase, and optimize campaigns. This browser-based console offers a window into the BrightRoll platform, and gives buyers access to over 17 billion ad opportunities each month. BrightRoll notes that it connects buyers to an ecosystem of over 15,000 sites and mobile apps, 350 partners, and 500 million global views each month.
BrightRoll calls the console both intuitive and customizable. Its suite of features provides a screen view where buyers can optimize their campaigns, use Nielsen OCR demographics for ad targeting, and view real-time data to optimize campaigns in progress. The suite also lets users upload and manage multiple creative assets at one time, even across campaigns, and create smart bundles that automatically optimize custom site lists based on inventory characteristics and goals. In what BrightRoll is calling an industry first, IAB Quality Assurance Guidelines deliver inventory filtering based on standard characteristics. This filtering is woven directly into the console.
“Programmatic is the fastest growing and most important segment of the video ad business and BrightRoll continues to invest in technology to make the process of buying digital video easier than ever before,” says Tod Sacerdoti, CEO and founder of BrightRoll.
At the BrightRoll Video Summit, the company announced a programmatic partnership with DoubleClick and reporting with comScore and Nielsen.
By building a data center in Amsterdam, BrightRoll brings ultra-low latency real-time bidding to European buyers.
Advertisers will be able to compare online and television video ad effectiveness in real-time with Nielsen OCR data.
Real-time bidding solution runs on Equinix data centers, giving it a faster response time than a public connection would.
A full 75 percent of ad execs see online video as equally effective or more effective than TV advertising.
By reducing latency, bidders will have more time to review, analyze, and bid on video ad inventory.