BrightRoll Intros Real-Time Bidding for Mobile Video Ads
The BrightRoll Exchange now offers real-time bidding for mobile video, the video advertising company announced.
Prior to this announcement, which BrightRoll says is a first for the industry, buyers had to place fixed bids for mobile video, and couldn't make decisions based on real-time data. With this change, buyers can bid on both browser-based and in-app mobile video, as well as the standard online video inventory.
BrightRoll sees a major rise coming to online video, predicting that over half of all online video ads will be on mobile content by the end of this year.
By integrating mobile video ad bidding, BrightRoll says it's helping advertisers keep up with the growth in popularity of mobile devices. Buyers can now find the most relevant audience for their products across any platforms, the company says.
The BrightRoll Exchange serves 4 billion ads monthly to thousands of websites. It promises a large pool of audited, brand-safe video inventory and strong audience targeting.
BrightRoll will hold its biannual BRX Video Summit in New York City on October 3, where it promises to deliver more insights on the benefits of real-time bidding for mobile video, as well as a look at the impact of the technology.
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.
AudienceConnect provides metrics and insights that help online video advertisers optimize their campaigns.
Trident Capital, a new investor, leads the round; BrightRoll plans "ongoing expansion."
Results show why publishers work with video ad networks and what barriers they see to growth.