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Specific Media Pursues Programmatic Video Ads, With Viewability Differentiator
Specific Media jumped into the programmatic video advertising fray today, with a new offering called "Programmatic from Specific Media" that includes real-time bidding. According to Bill Schild, SVP, Global Marketing for Specific, one of the key differentiators is viewability ratings on all inventory, powered by Vindico's Adtricity technology (Vindico is a sister company to Specific, with both owned by Interactive Media Holdings).
Categories: Advertising, Programmatic
Topics: Specific Media, VINDICO
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Specific Media Achieves 240% Gain in Reach One Year After BBE Deal
Specific Media, which acquired online video ad network and technology provider BBE one year ago, has since achieved an approximately 240% gain
in its video reach, to approximately 80 million viewers in October. Specific, which runs one of the largest display ad networks, has combined both companies' strengths in order to expand its footprint. Matt Wasserlauf, EVP of platforms and services at Specific and formerly head of BBE, explained to me last week that the video ad network has grown significantly by leveraging Specific's thousands of publisher relationships.
Categories: Advertising
Topics: BBE, Specific Media
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Innovid Quietly Expands iRoll Support Among Ad Networks
Innovid has added Specific Media as the latest video ad network to support its "iRoll" interactive pre-roll ad unit. Specific joins Adap.tv, BrightRoll, Collective, SpotXChange, TidalTV, Tremor Video, Undertone, Value Click and other ecosystem players, which according to the company collectively account for approximately 60% of video ad inventory in the U.S. Large ad networks are important to Innovid because advertisers want huge scale and also the ability to target specific audiences for their campaigns.
For those not familiar with the iRoll, it transforms standard pre-roll ads by adding interactive overlays with customized calls-to-action. These can include social media sharing (Facebook, Twitter, YouTube, etc.), e-commerce prompts within the video, and mapping and localized information such as the nearest theater a movie is playing to purchase a ticket. Advertisers and agencies can use the Innovid Studio to add the interactive elements. Innovid also offers a full analytics suite.
Categories: Advertising, Technology
Topics: Innovid, Specific Media
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Interview With BBE's Matt Wasserlauf On Its Acquisition By Specific Media
Yesterday, BBE, one of the earliest online video ad networks, announced it has been acquired by Specific Media, a large display ad network. I caught up
with BBE's CEO and founder Matt Wasserlauf to learn more about the deal. An edited transcript follows.
VideoNuze: Why did you decide to be acquired now?
Matt Wasserlauf: The market needs some consolidation, there are a lot of companies trying to do similar things and most important customers need a one-stop solution. They need to be able to buy reach against all display - banners, rich media and video.
VideoNuze: Why Specific Media?
MW: They're the leader in targeting and that's where video is going next. We've done a great job delivering reach and brand metrics, but many of our customers are getting savvier about video and are looking to reach specific audiences. The targeting that Specific Media brings to BBE is going to create the leader in video targeting.
Categories: Advertising, Deals & Financings
Topics: BBE, Specific Media
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