ExtendMedia Adds New Members to its Advertising Partner Program

Multiscreen video software solutions provider, ExtendMedia (note: the company recently launched a product called OpenCASE Publisher, which it bills as designed to help cable, telco, satellite, mobile and other video service distributors take advantage of the growing momentum of the "TV Everywhere" distribution model, by providing a platform for them to quickly build and deploy multiscreen video offerings--see article published on itvt.com, August 4th), said Tuesday that it has added several new members--including companies specializing in Web, TV and mobile ad insertion and monetization, as well as companies specializing in targeting, measurement and analytics--to its Advertising Partner Program: Blackarrow, Digitalsmiths, Freewheel, Millennial Media, Oracle, Quattro Wireless, Scanscout, TidalTV, Tremor Media, Visible Measures, and YuMe.

According to ExtendMedia, the program is designed to provide pre-built integrations with leading broadband video ad servers and ad networks (note: other advertising platforms with which the company has existing integrations include AOL/AdTech/Lightningcast, Atlas, and DoubleClick), access to "sophisticated" measurement and analytics capabilities, and a network of partners with "unmatched domain expertise and capabilities." The company says that consumers are increasingly expecting multiscreen access to video content, and that advertising and measurement solutions must therefore integrate seamlessly and evolve together to meet these expectations. "To run a successful digital media business, companies must often bring best-of-breed technology platforms and partners together, while maintaining the flexibility to adapt to changing market demands," ExtendMedia CEO, Tom MacIsaac, said in a prepared statement. "ExtendMedia's Advertising Partner Program reduces the friction in that process by introducing a network of partners who have invested the time to validate their compatibility and, in many instances, have worked together on successful customer integrations. This allows our customers to easily tap a variety of
advertising capabilities to find the best mix of solutions that meet their business objectives."

ExtendMedia bills its flagship product, the OpenCASE video content management platform, as an enterprise-class, multiscreen video software stack that helps content owners and distributors build and deploy broadband video services, and that manages video content from ingest to monetization and across IPTV, Web and mobile services in both ad-supported and paid-media business models. With the Advertising Partner Program, the company says, its customers can create and launch ad-supported video entertainment services that integrate directly with leading ad platforms for seamless ad insertion and monetization, as well as with best-of-breed measurement and analytics solutions.