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BizReport : Advertising : April 23, 2014

BrightRoll, Marketron announcements offer more measurement

This week a trio of releases from BrightRoll and another announcement from Marketron should help businesses better track campaign spending and monitor performance for enhanced ROI.

by Kristina Knight

First, a trio of announcements from BrightRoll. Through a partnership with Google's DoubleClick, BrightRoll's video clients will have real-time access to the DoubleClick Ad Exchange. This kind of programmatic access should help advertisers better control their budgets.

"The demand for programmatic video has never been greater. This expanded agreement with BrightRoll is one of the ways we're helping brand buyers connect with high quality video content across the web," said Chip Hall, Director, Media Platform Sales, Google. "This relationship is an important step in helping grow the overall programmatic video ecosystem."

Meanwhile the video platform has entered into an agreement with comScore and Nielsen to offer up enhanced measurement. The partnership will integrated comScore's Validated Campaign Essentials and Nielsen's Online Campaign Ratings within the BrightRoll platform.

And through a partnership with BlueKai, BrightRoll will offer mobile audience targeting within their platform. Through the partnership BrightRoll clients can create relevant audience segments for campaign targeting.

"BrightRoll is committed to continually advancing our leading-edge programmatic video advertising platform to meet the needs of the world's largest brands and advertisers, and mobile is clearly the fastest-growing segment of video advertising," said Christopher Amen-Kroeger, SVP of engineering, BrightRoll. "With new mobile audience targeting capabilities built into the BrightRoll platform, advertisers can now reach relevant audiences at scale on both desktop and mobile devices - managing multiple campaigns, optimizing creatives on the fly, and measuring campaign impact from one unified, programmatic platform."

Finally, NRG Media has joined Marketron's Triple Play roster. NRG Media operates 45 radio stations in the US. The Triple Play platform helps broadcasters with digital software to track and manage revenue streams.

"As a predominant media company, we chose to continue our relationship with Marketron because of their proven track record to deliver comprehensive and valuable business tools and software," said Mary Quass, President and CEO of NRG Media. "The Marketron Triple Play enables us to look to the 360-degree media environment and reach our listeners on a number of platforms, while keeping the backend business streamlined and efficient."

Tags: advertising, advertising tips, advertising tools, BrightRoll, Marketron

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