The new ad-serving platform, Vindico, offers more control to advertisers

Not to be left behind, Broadband Enterprises is setting up to launch their own ad-serving platform for videos and banners. The new program will compete with other platforms like Atlas, DoubleClick and aQuantive.

by Kristina Knight

The Vindico platform will let advertisers or agencies control how an ad campaign is begun and how it runs after the original launch date. The agencies can also assign and schedule video and banner ads across the networks. Bryon Evje, COO of Broadband Enterprises said (via MediaPost), "Our goal is to create a virtual video marketplace, which can be managed without human contact. The idea came directly from clients, like third-party affiliates, who expressed interest in a self-sufficient video service."

According to Evje, the platform began with a test phase of 12 advertisers. Two of those test advertisers have already signed up for the launch phase. Broadband already has a platform in place to provide advertising metrics. They use an in-stream ad-tracking protocol that records impressions, reach, time spent and user interaction. Those metrics are immediately available to the agency.

Ad management tools like the Vindico program are becoming more popular. In October, 2006, DoubleClick launched the Dart Sales Manager, a platform that also offers real-time management of campaigns and the ability to change campaigns mid-stream.