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ShortTail Partners with TidalTV for Improved Ad Performance

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Combining ShortTail's video advertising platform and TidalTV's ad targeting technologies, the two companies announced a strategic partnership today. By collaborating, the two plan on delivering improved revenue-creation opportunities to content publishers.

The partnership offers customers a complete solution by leveraging each company's technologies and expertise. ShortTail focuses on creating new video ad inventory for customers, while TidalTV helps deliver those ads to exactly the right demographic.

ShortTail's D:30 Platform creates a new advertising opportunity by inserting a video ad in front of any type of webpage. Rather than being limited to pre-roll opportunities to serve video ads, customers can serve video on any page.

"One of the reasons I am so excited about this partnership is that while we have focused on different industry segments, our companies share a belief that video must be at the core of online advertising," says David Payne, president and CEO of ShortTail. "By removing the artificial constraints on pre-roll, and opening up the opportunity for publishers without a lot of video views to generate material video revenue, ShortTail is helping redefine what the online ad model can be-one that is sustainable and elegant without garish skins, flying cars, or pay walls. If it's archaic to believe that TV ads online aren't a better ad model than two-dimensional teeth whitening ads, then call me a dinosaur."

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Tues., Feb. 16, by Troy Dreier