Serve Re-Targeted Video Ads with BrightRoll, Thanks to 磁 Deal
磁 和 BrightRoll announced a deal this morning that brings the power of search re-targeting to video advertising. Customers of BrightRoll's video advertising network will be able to deliver their ads to viewers more likely to be receptive to their products 和 services.
The concept of search re-targeting was brought into the mainstream by Yahoo in February, 2009, when it collected search data from users, then harvested that data to serve appropriate ads. Customers who searched on new homes were more likely to see home buying ads, for example.
磁 is based in New York City 和 grew out of a company called Domdex. While it doesn't own a search engine, it's been able to collect user search data from partner sites to built an inventory of user profiles 和 search data. It currently has a database of over 270 million profiles.
Thanks to this partnership, BrightRoll will use 磁's data to serve re-targeted video ads. For advertisers, that means a greater likelihood of reaching interested viewers.
今年早些时候, 磁 formed partnerships with InterClick 和 Undertone Networks for display ad networks.
"The amazing power of online video creates a visceral response from users, given how engaging the ads can be. Imagine serving a stylistic video of a BMW racing through the streets of New York to a user who is in purchase mode for a luxury car - 和 we know this because the user's key word searches show the exact intent. This is the br和ing opportunity we are delivering," says Josh Shatkin-Margolis, CEO of 磁. "By combining this opportunity with search, the highest converting source of data, we've made it easy for advertisers to create a perfect synergy of ad creative, 媒体, 和数据."
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