KANSAS CITY, MO and NEW YORK, NY--(Marketwired - Jul 1, 2014) - Adknowledge acquired TriVu Media today, marking Adknowledge's second acquisition in the online video space since March of this year. "Most marketers are trying to shift more of their TV ad dollars to digital video advertising but struggle to achieve scale," said Adknowledge CEO Ben Legg. "TriVu brings an entirely new set of capabilities to our business, and it fits perfectly into our existing video product portfolio," Legg said.
Paul Calento, Michael Sullivan and Miles Dennison started New York City-based TriVu Media in 2012 and will remain as members of the team after the sale. The company helps brand advertisers better target their advertising on YouTube. Calento said the sale to Adknowledge made complete sense. "Adknowledge has strong ties to major brands and agencies and those relationships will lead to new opportunities for TriVu," he said. "We're going to scale quickly and look forward to helping brands get a great ROI from their ad spending on YouTube," Calento said.
The TriVu acquisition follows Adknowledge's purchase of Giant Media, the video seeding and ad platform famous for its wildly successful distribution of the Dollar Shave Club ad. "We believe that the 'big three' brand-safe, high volume inventory sources for video advertising in the near future will be native, YouTube and Facebook," Legg said. "Giant Media has the largest native network reach. Our AdParlor platform runs campaigns on Facebook. And the TriVu platform fills the gap that we had on YouTube."
Adknowledge is the only company to now offer a video platform that allows companies to purchase video advertising through native channels and on YouTube, which allows brands to scale with transparency and improved results. "This deal makes Adknowledge the obvious choice for brands and agencies in search of their target audiences," Legg said. "Digital video will compete with television not only for eyeballs, but also ad dollars, for many years to come. We're happy to be at the heart of that disruption."
Terms of the acquisition were not disclosed.
About Adknowledge
Adknowledge is a digital marketing company specializing in social media, video, apps and mobile, content recommendation and email. With locations in North America, South America, Europe and Asia, Adknowledge works with leading brands and agencies to unlock their digital audiences around the world. The company delivers ROI for clients through advanced data analysis and targeting algorithms. For more information on Adknowledge, visit www.adknowledge.com.
About TriVu Media
TriVu Media brings the simplicity, transparency and reach of TV ad buying to digital video. Advertisers choose their target audience and the desired videos where they'd like to advertise, and TriVu's algorithms segment those videos into appropriate "channels" that match like-minded ads and content. TriVu's technology is among the first to help deliver ROI from large-scale video platforms like YouTube.
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Paul Herdtner