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BizReport : Advertising archives : August 18, 2009


YuMe video ad network revs up behavioral targeting capabilities

A U.S.-based online video advertising platform is using advanced video tagging technology to enhance the behavioral targeting capability of its advertisers.

by Helen Leggatt

yume logo.jpgYuMe's online video advertising platform was launched back in 2007. It aims to give advertisers the ability to place ads alongside contextually relevant content, increasing ad effectiveness. With over 500 publishers in its network, YuMe claims over 60 million viewers per month.

Two years on and video tagging technology has advanced to the point where platforms can offer ad delivery based on past search and browsing behaviour, similar to that already available with display ads. YuMe is among the first to embrace it, with Hulu having done so last month.

YuMe's behavioral targeting capabilities came about after a deal with AutoTrader.com, a company that operates within an industry that currently leads the way in video advertising.

"The marriage of our in-market data with YuMe's video ad network will help us deliver more value to those advertisers who want to reach qualified audiences and maximize their campaign ROI," said Anne Steinhauer, AutoTrader.com vice president of national accounts and oversees AutoTrader.com Access.






Tags: autotrader.com, behavioral targeting, Hulu, online video advertising, video tagging, Yume








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