BrightRoll Kicks Off Platform Partner Program

SAN FRANCISCO, CA — 12/15/09 — BrightRoll, a branded video advertising network, today announced partnerships with a portfolio of video technology companies. In doing so, BrightRoll expands its video advertising platform to support non-competitive, publisher-side technology solutions, including “mediation layers” which enable publishers to maximize revenue generated from their video advertising inventory.

BrightRoll’s platform partnerships are designed to benefit both publishers and advertisers by increasing overall publisher revenues and the efficiency of executing branded advertising campaigns across the BrightRoll network. Currently, BrightRoll is working with companies offering mediation layer solutions including Adap.tv, Auditude, FreeWheel and LiveRail, and video player companies including Brightcove and thePlatform.

Coinciding with the announcement of these partnerships, BrightRoll has launched a new partner section on their site at www.brightroll.com/partners. In addition, the company has created a simple way for the customers of current partners to sign up for BrightRoll video advertising solutions.

“We have taken a non-competitive stance and have carefully selected our platform partners to help our publishers maximize the value of their video ad inventory and avoid conflicts of interest,” said Tod Sacerdoti, BrightRoll CEO and co-founder. “We view mediation layers as an essential part of the online advertising ecosystem, and by publicizing our relationships we are hoping to deliver visibility and value for our publisher network. Our business has thrived on transparency, and this is another example of how we are pushing the online video ad industry forward.”

“Our work with BrightRoll is focused on providing clear value for online publishers,” said Doug Knopper, co-founder and co-CEO at FreeWheel. “Together with BrightRoll, we ensure publishers extract the most value from every ad impression and distribute that revenue appropriately across all involved parties.”

“Branded campaigns thrive on efficient platforms, and our technology is helping to enhance BrightRoll’s already strong publisher and advertiser services,” said Niccolo Pantucci, executive vice president at LiveRail. “By leveraging our technology with BrightRoll’s network, we are teaming up to keep the ad-serving environment as efficient as possible.”

As a company that has consistently been ranked in the top 10 of comScore’s Video Metrix companies over the past six months, BrightRoll has developed a track record of advertiser- and publisher-friendly practices. Most recently, the company announced a “Performance Pricing” program that allows advertisers to purchase video advertising through a single or combination of pricing models, helping to meet the increasingly dynamic needs of brand advertisers. Early next year, BrightRoll will announce the initial results of its Video Impact study conducted with Nielsen’s measurement tools, which will detail the effect of campaigns on the BrightRoll network on offline purchasing intent and behavior.

Source: BrightRoll