As far as summer weeks go, this was an exceptionally exciting one in video advertising , with multiple major product announcements and acquisition rumours. Stories this week come courtesy of YouTube, Twitch, Facebook, AOL, PrecisionDemand, Vindico, TVTY, BlueKai and Vdopia. For weekly updates on video and TV industry news, sign up for the weekly VAN newsletter.
YouTube Reportedly in Talks to Acquire Twitch for $1 Billion
Google’s YouTube is reportedly in talks to acquire Twitch, a video platform that allows video game players to stream their gaming activity live online, for $1 billion. Twitch is a division of Justin.tv, a popular live-streaming company, but is dedicated solely to gaming.
Google is thought to have reached a preliminary agreement with Twitch, but company representatives have thus far declined to comment. The company now has over 45 million monthly users who watch 106 minutes of each day – and that’s on average. As gaming is one of YouTube’s most popular genres, Twitch will be a valuable addition to the YouTube stable while also seeing off a potential threat to one of YouTube’s most audiences. Twitch have directly into Microsoft Xbox One and Sony PS4 consoles, as well as into various individual games.
Facebook Pushes Video Advertising Out into New Seven Markets, Launches New TV and Music Recognition Feature
Facebook announced they’re to roll out video advertising with a ‘limited group of advertisers’ seven new markets. Those markets are Australia, Brazil, Canada, France, Germany, Japan and the United Kingdom.
Also, in a move that will send shockwaves across the second screen space, Facebook also launched an automated content recognition (ACR) product which allows users to use the Facebook mobile app to recognise music and TV shows. When writing a status update – if the person chooses to turn the feature on – they’ll have the option to use their phone’s microphone to identify what song is playing or what show or movie is on TV.
AOL Pushes Deeper into Programmatic TV with PrecisionDemand Acquisition
AOL announced they’re going to acquire PrecisionDemand, a TV ad technology company. PrecisionDemand’s technology can be used for TV targeting, attribution and optimisation, which Adap.tv say connects consumer purchases back to specific TV ad buys.
Writing on the Adap.tv blog, Toby Gabriner, CEO of Adap.tv and ONE by AOL said customers will be able to:
- Onboard first-party advertiser data, auto-enrich with more than 400 attributes, anonymize and cluster to create a highly customized target profile;
- Score TV media assets, such as programs or airings, to produce targeted media datasets customized to that target profile;
- Automatically generate a targeted media buy plan and execute that plan via a programmatic TV marketplace or through direct sales channels
- Integrate advertiser data and measure the response to media, feeding results back into scoring and media planning for optimization.See Adap.tv Discuss the Future of Programmatic TV at New TV Frontiers, London, June 10th
French Second Screen Start-Up TVTY Raises $4.5 Million
TVTY, a French start-up that synchs TV and mobile ads, has raised $4.5 million to roll out its second screen advertising business in the US and Paris. 360 Capital Partners, Partech Ventures and several business angels participate in the round.
The company will use the funds to develop and launch new products, and strengthen its global presence. TVTY is already present in most European markets and is planning to launch in the US by this summer. CEO Eliott Reilhac said, “The US is the biggest ad market and our existing relationships with US-headquartered partners demonstrate interest in our product offering. The new funding will enable us to properly roll out in America and confirm our leadership in Europe.”
Vindico Launches ‘Quality-Focused’ Video DSP Solution
Vindico, has launched ‘Vindico Bid Manager’ (VBM), a DSP that will vet inventory for viewability and quality using Vindico’s pre-existing Adtricity product. VBM will provides demand-side clients with access to cross-screen, multi-format inventory from top global digital advertising platforms, exchanges and publishers, and is uniquely integrated with Vindico’s MatchPointTM – a suite of CRM tools and services. Agencies, advertisers and trading desks can now serve their ads programmatically through Vindico with the confidence they can deliver their message in quality environments.
Vdopia Form Data Partnership with BlueKai
BlueKai mobile data will be integrated into Vdopia’s platform for mobile audience targeting, giving its advertiser’s access to 330 million unique mobile users (iOS and Android). Data from BlueKai, as well as other mobile targeting partners, will enrich Vdopia’s own audience segments.
Best of the Rest
Conde Nast Teams Up with Google to Pitch Programmatic Deals (Ad Age)
The Guardian Preps Mobile App Relaunch (Exchangewire)
OpenX Launches Mobile Software Development Kit for Video Advertising (Yahoo Finance)
Publicis and Facebook Strike Deal for Video Ads (Adweek)
Ad of the Week: Ubisoft, ‘Amazing Street Hack’