Here’s an overview of what has been happening in video advertising over the past fortnight. For a weekly update of industry news, subscribe to the VAN Video Round-Up.

Google Acquires mDialog

Google acquired mDialog, a video ad technology company, for an undisclosed amount. mDialog specialise in delivering in-stream/linear video advertising across various connected devices. The technology – which is described in the chart below, will be rolled into Google’s Doubleclick products. Here’s an overview of what they bought:

mDialog Reference Architecture

Opera MediaWorks Acquire AdColony for $350M

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IAB UK and MTM Research Shows Almost Half of Display Now Programmatic, Video Lags Behind

Almost half of display advertising is now sold programmatically, according to new research produced by MTM on behalf of the IAB UK. In video however, just 16 percent is currently being traded programmatically:

IAB Research

Ebuzzing Launches New Mobile Outstream Ad Format

Ebuzzing launched ‘inRead Mobile’, a mobile version of its outstream inRead format, which are typically 10 to 15 second long video ads embedded within editorial content. Ebuzzing say the format will dramatically increase the amount of mobile video inventory available as outstream doesn’t require an in-stream video play. The format will initially be just for targeting iPad users, and the format will be extended to Android devices ‘within weeks’.

Ebuzzing say the inRead Mobile guarantees advertisers that their messages are seen, and the format’s Cost Per View (CPV) billing is triggered only after minimum viewing time, meaning advertisers only pay for completed views.

Blinkx’s Rhythm Launches HD Mobile Video Advertising Solution

Rhythm, part of the blinkx group of companies, has released a HD mobile video advertising solution, which they say makes them one of the only mobile video advertising providers that currently sells and serves HD video advertising for smartphones and tablets, and the only provider of in-stream mobile video in HD. The solution is also available for advertising on connected TV.

Ad of the Week, Southern Comfort, Whatever’s Comfortable

Best of the Rest

Havas Media and Nugg.ad to Partners on Programmatic Campaigns
Aereo Ruled Illegal by US Supreme Court
GP Bullhound Publishers Report on ‘Can Europe Create Billion Dollar Tech Companies’
BBC Rejects Scripps $500 Million Offer for UKTV

 

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