thePlatform Teams with Largest Set of Advertising Technology Providers for Online Video
September 16, 2008 – SEATTLE
Earlier this year, thePlatform, the leading white-label video management and publishing company, unveiled the industry’s largest collection of integrated partners for serving the professional online video market. Today, the company announced that it will bolster its roster of advertising integrations, with the additions of: 24/7 Real Media, Microsoft’s AdManager, DoubleClick In-Stream, Tremor Media, Kiptronic, and LiveRail.
More than 60 companies participate in thePlatform Framework, the company’s premier partner program, which spans the entire ecosystem of online video, including: advertising campaign management systems, ad sales networks, content delivery networks, content protection, media formats, transcoding engines, payment processors, syndication outlets and video search.
Prior to today’s expansion, companies participating in thePlatform Framework within the area of advertising and monetization, included: Adap.tv, BlackArrow, DoubleClick (DART), Lightningcast, Panache, PayPal, ScanScout, and SpotXchange. With the addition of these six new technologies, thePlatform now offers the industry’s largest set of advertising capabilities for online video.
“Media companies are demanding more choices and enhanced capabilities to support their advertising efforts in online video,” said Ian Blaine, CEO of thePlatform. “As part of the open, video management system that we provide, customers want the ability to work with the best-in-class solutions providers in a seamless way. With the addition of leading solutions like 24/7 Real Media, Microsoft’s AdManager, DoubleClick In-Stream, Tremor Media, Kiptronic, and LiveRail, we now offer the largest set of advertising choices for online video in order to meet the diverse needs of media companies of all sizes.”
24/7 Real Media
“As media companies continue to offer more online video, their demands and that of their advertisers, are evolving in ways that benefit from 24/7 Real Media’s depth of support,” said Nicolle Pangis, Vice President, Product Management, Global Media and Technology of 24/7 Real Media, Inc. “Together with thePlatform’s video management and publishing system, we will be able to work on holistic solutions for our collective customers as they look to maximize the efficacy of their online advertising efforts.”
24/7 Real Media, Inc., a WPP company, empowers advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Using its award winning ad serving, targeting, tracking and analytics platform, powerful search marketing technology and global network of specialized Web sites, the company provides robust advertising solutions for the growing online video market.
“Microsoft understands that ad revenue and inventory management are critical to online video publishers, and we are continuing to expand our world class online video advertising capabilities to keep ahead of customer demands,” said Geoffrey Coco, senior product manager, video, Advertiser and Publisher Solutions, Microsoft. By combining the capabilities of Microsoft’s AdManager and the video management expertise of thePlatform, Microsoft offers a compelling and comprehensive solution to our customers.”
With Microsoft’s AdManager, publishers can easily obtain campaign data and make optimization updates in real time, quickly discover trends, accurately forecast inventory, and precisely target audiences. Microsoft’s AdManager provides custom statistical dashboards, expanded custom reporting capabilities and unique visitor statistics, as well as an intuitive user interface.
“DoubleClick and thePlatform are aligned to meet the needs of our shared clients. We know that publishers care about efficiency and scale in their online advertising operations. Our integration with thePlatform’s media publishing system (mps) ensures that the video advertising workflow can be done in the same system that is already in place for display and rich media advertising. This streamlining helps publishers grow their business in online video,” said Google Group Product Manager Ari Paparo.
thePlatform’s mps sophisticated ad placement tools work with DART for Publishers and DoubleClick In-Stream. thePlatform’s integration with DoubleClick In-Stream helps video content owners dynamically insert ads into video playlists and measure ad viewing behavior. Its integration with DART for Publishers provides trafficking, targeting, forecasting and reporting on video advertising. Together, thePlatform and DoubleClick give publishers the tools to manage successful video advertising campaigns with efficiency and scale.
“We’re pleased to work with thePlatform to serve the needs of its clients as they look to manage and monetize their video assets to create new, effective, high value revenue channels,” said Jason Glickman, CEO of Tremor Media.
Acudeo is the next generation Video Monetization Platform from Tremor Media, a leading online video advertising network. Acudeo solves the complexities involved with video ad delivery with a solution that offers the same ease and ad server compatibility that publishers are accustomed to for their banner advertising. Because publishers can schedule and dynamically deliver in-stream video and overlay ads from multiple ad sources through their existing ad server they can maximize their ad delivery opportunities and revenue.
Kiptronic Media Services Platform
“Major media publishers are embracing distributed media to build audience and maximize revenue. Kiptronic is pleased to be working with the thePlatform to serve the needs of our joint customers by making dynamic ad insertion into distributed media seamless to their publishing, distribution, and ad operations processes,” said Bill Loewenthal, President and CEO of Kiptronic. “Kiptronic provides the tools that major media publishers need to maximize the value of their assets and ensure their ads go wherever their content goes.”
Kiptronic’s Media Service Platform dynamically inserts video and audio ads into digital media for consumption on any device and application (web pages, iPhone ™ & iPod ™ mobile digital devices, Facebook widgets, applications such as Adobe ™ Media Player & iTunes ™, internet connected TVs, smartphones and PCs). Kiptronic’s technology is integrated into the leading CDNs and is compatible with leading ad serving platforms including DoubleClick’s DART for Publishers and Microsoft’s AdManager. Publishers can seamlessly activate Kiptronic without changing the publishing process.
“LiveRail delivers best of breed technology solutions to manage, optimize and track advertising within video content” said Mark Trefgarne, CEO of LiveRail. “By combining LiveRail advertising technologies with thePlatform’s industry leading publishing environment, publishers now have the ability to not only deliver and distribute their content efficiently, but to monetize it in a way that is simple, effective and measurable for their advertisers”.
LiveRail’s next-generation advertising technologies make it simple to manage, target, optimize and track online video advertising. Whether managing campaigns sold by your internal sales team, or optimizing ad-serving from multiples partners, ad networks and sources, LiveRail’s video-specific approach delivers powerful, streamlined solutions with native support for modern video ad formats such as pre-rolls and overlays, rich video-centric reporting, automated video asset encoding and tag-based targeting that works directly with thePlatform’s content tagging system.
Additional companies will join thePlatform’s partner program in the coming months. Technology companies interested in participating in thePlatform Framework and utilizing its open application programming interface (API) should visit www.thePlatform.com.
thePlatform is the only white-label video management company that publishes media to the PC, mobile, and TV. Media companies use thePlatform’s open system as the central hub for managing and monetizing billions of professionally produced video views annually. Customers rely on thePlatform to design unique Internet TV channels and syndicate video to the most popular destinations. The company offers customers unmatched flexibility to tailor their business needs through the broadest set of integrated partners, including leading campaign systems, content delivery networks (CDNs), player technologies, syndication destinations, and more. Customers also benefit from 24/7 technical support and the ability to monetize their media businesses via advertising, subscriptions, or digital download services.
Upcoming TV Week Webinar
On Tuesday, September 30, TV Week and thePlatform will present a free webinar entitled “Getting Smart About Broadband Video Advertising.” The webinar will discuss lessons learned by large and small broadband video providers and cover a wide range of topics to optimize advertising for online video. Presenters include Mark Larkin, VP Programming, CNET TV; Chris Moise, CEO, MyOutdoorTV; Marty Roberts, VP Marketing, thePlatform and will be moderated by Chuck Ross, VP/Publisher and Editorial Director, TV Week. To register for the free webinar, visit our Events page.