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BizReport : : October 18, 2007
Maven launches behaviorally targeted ad platform
Marketers interested in Internet television advertising may find that a new platform from Maven Networks is a good solution. The platform offers marketers the ability to behaviorally target ads served to Internet television viewers.
The ad platform is said to increase video ad inventory and revenue by serving ads through a dynamic insertion engine. Rather than simply offering traditional pre-roll ads, the Maven platform offers transparent overlays and video telescoping ads which are placed in video streams.
Hilmi Ozguc, Founder and CEO of Maven said, “The full potential of online video advertising will remain limited without the introduction of more effective ad formats and technologies that exponentially unlock new inventory. We’re solving those issues with our new platform, which accelerates the adoption of the next generation of video advertising concepts and experiences.”
Maven determines where ads would be best placed by tracking how users behaved during past video streams and the popularity of certain online videos. It also takes into account video length and topic to determine placement of ads. By noting how previous users have viewed the video and taking into account the length of the clip and the subject matter, the ad platform can better determine when future viewers will be most open to seeing an ad during a download.
Tags: online ad platform, online advertising, targeted advertising
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