thePlatform Integrates Tremor Media's Acudeo Ad Policy and Management Tools

Comcast-owned white-label video management company, thePlatform (note: the company recently announced a major expansion of its partner program--see the article published on itvt.com, September 9th), said Tuesday that it has partnered with online video advertising network provider, Tremor Media, to launch a set of "comprehensive" advertising management features for online video as part of its Media Publishing System. The partnership sees thePlatform integrating Tremor Media's Acudeo ad policy and management tools, which are billed as enabling video publishers to increase their advertising revenue, while decreasing the complexity of managing a vast ecosystem of advertising partners.

With thePlatform's newly integrated Acudeo ad policies, the company says, companies with premium online video sites can now manage advertising policies, patterns, formats and delivery via a single, easy-to-use interface. The new features will serve established companies seeking to integrate multiple advertising networks, as well as companies building new video sites that require a high degree of flexibility and adaptability, the company promises. "For many professional online video sites, managing advertising policies can be a major headache," Marty Roberts, VP of marketing at thePlatform, said in a prepared statement. "It's often a very fragmented and complex process. Our new features, however, are specifically designed to simplify our customers' lives so they can focus on how to best generate revenue for their video." Added Tremor Media CEO, Jason Glickman: "Our expanded partnership with thePlatform further demonstrates the value Acudeo brings to the market and validates the need for a single-source inventory management and monetization solution for video publishers."

According to thePlatform and Tremor Media, thePlatform customers can use an intuitive control panel to set up and execute Acudeo video advertising policies. They say that the Acudeo ad policies will allow those customers to:

• Manage and prioritize advertising sources: customers can integrate and optimize the performance of multiple ad networks in order to find the right mix that maximizes advertising revenue, the companies say, and can also set up failover policies to ensure uninterrupted ad delivery.
• Set advertising patterns: publishers can set the use of pre-roll, mid-roll and post-roll ads, and add overlays, companions and display banners, the companies say. In addition, they claim, ad timing can use chapter points in long-form videos or run ads before a variable number of short-form video plays.
• Control ad formats and ad playback: according to the companies, ad operation teams can set IAB-compliant in-stream and overlay formats, define playback policies and synchronize companion banner ads with ad streams.
• Incorporate new or evolving capabilities. Using Acudeo ad policies helps companies future-proof their ad platform, by taking advantage of the system's ever-evolving list of integrations and updates, the companies say. In addition to Acudeo's own compatible ad source format, they claim, Acudeo is designed to support the Digital Video Ad Serving Template (VAST) format, as distributed by the IAB. It is also pre-integrated with major video ad networks, ad serving and video analytic technologies, according to the companies.

thePlatform says that its customers will have the option of easily adding the Tremor Media ad network as part of the new Acudeo ad policy management and monetization tools.