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BizReport : Advertising archives : September 06, 2016

Ad Roundup: Video, programmatic tools launched

In today's advertising roundup, a programmatic tool and a video analysis tool that should give brands deeper insights into customer engagement.

by Kristina Knight

First, Adobe has launched Adobe Analytics for Video; the new offering includes a flexible SKD and error state recovery. The new analytics tool will analyze complete video streams, rather than only looking into the starts and stops of streams, giving brands more detail about how viewers engage with the content.

"As video measurement continues to become increasingly important for marketers to drive major decisions, the clarity around the significance of these metrics comes into focus," writes the company. "The ability to obtain data such as time spent, ad performance, device, geography, bounce rates, impressions, and more are now a crucial piece of the pie."

Meanwhile, Ve Interactive has acquired digital ad tech hub Optomaton; the acquisition will help to solidify Ve's place in the programmatic space.

"We always strive to continually innovate and evolve our proposition for the benefit of our clients. The acquisition of Optomaton puts us at the forefront of programmatic video technology and with over 40% of programmatic buys expected to be in video by 2018, we are very excited to welcome the Optomaton team and their proprietary "Volvelle" video technology into our business."

Tags: Adobe, advertising, programmatic advertising, Ve Interactive, video advertising

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