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BizReport : Advertising archives : September 17, 2014

Vungle releases ad tool, integrates with Adap.TV

Add a new product to those available for mobile, video advertisers: today Vungle is releasing a hybrid tool to their Vungle Exchange; the new product is simplify ad selection and serving for publishers.

by Kristina Knight

Video continues to grow by leaps and bounds as more consumers watch both produced, long form programming from tablets and smartphones. Videos are shared within social networks, viewed through hosts like YouTube or via networks' streaming services, and advertisers are jumping in to sponsor the streams.

This week Vungle has released an ad selection and serving tool for their Vungle Exchange; the tool offers a hybrid of the existing pre-cached and streaming ad services of other exchanges. The tool compares brand and performance ads and allows those ads to 'compete' to stream. Up to five ads are temporarily stored on devices and the winning ad - the ad deemed most likely to be engaged with - is streamed to that user.

"Video is a huge driver of mobile ad spending, particularly within app environments that are now estimated to command more than 60 percent of digital time in the US [via comScore]," said Sean Crawford, SVP, Global Marketplaces and Inventory at "Integrations with key partners like Vungle provide our customers with more opportunities to reach those engaged mobile audiences within their larger marketing mix of digital video and TV."

Along with the new tool, they've announced an integration with AOL's Adap.TV. Through the integration Adap.TV's Audience Path is integrated into the Vungle Exchange, extending the reach of TV-quality ads into mobile.

"We're delighted to announce the launch of hybrid serving, and to partner with," said Vungle CEO, Zain Jaffer. "Vungle's unique technology and's demand-side platform integration will give marketers an easy way to manage their video ad spend across platforms, and give publishers a better way to monetize."

Image via Shutterstock

Tags: advertising tools, video ad tools, video advertising, video trends, Vungle

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