SOURCE: BrightRoll

BrightRoll

December 08, 2010 08:00 ET

BrightRoll Helps Advertisers Optimize Campaigns With Support of VAST and VPAID Standards on the BrightRoll Exchange (BRX)

Standardization Enables Third-Party Ad Serving, Simplifies Ad Delivery and Offers Buyers a Portfolio of Rich Creative Options Across BRX's Unmatched Premium Inventory

SAN FRANCISCO, CA--(Marketwire - December 8, 2010) - BrightRoll, the leading provider of online video advertising services, today announced that buyers using its BRX platform now benefit from support of the Interactive Advertising Bureau's (IAB) Digital Video Ad Serving Template (VAST) and Digital Video Player-Ad Interface (VPAID) standards, which allow for third-party ad serving, on the BrightRoll Exchange (BRX).

Unveiled in August 2010, BRX is an automated, online video ad-buying platform that provides buyers with efficient and transparent access to video inventory with unmatched scale and return on investment. Now, with its support of VAST and VPAID standards, the platform has broadened to support additional vendors, including third-party ad servers and creative firms. This standardization effort makes it easier than ever for buyers to build and execute targeted, high-volume campaigns at scale using BRX.

With IAB's VAST standard, buyers can serve ads to the BRX platform through their own ad-serving partners, offering efficiencies found in the process of serving display ads. IAB's VPAID standard, usually associated with interactive pre-roll units, enables advertisers to incorporate rich functionality and new forms of creative into their video ads. The standards allow buyers to preserve existing campaign reporting and optimization tools and offer enhanced customization, targeting and creative capabilities on their online video campaigns.

"Industry stakeholders have eagerly adopted VAST and VPAID standards during the past year, and adoption will only increase as publishers open more inventory to online video campaigns," said BrightRoll CEO Tod Sacerdoti. "By supporting these standards on our BRX platform, we offer buyers a single, user-friendly location from which to buy video ads with unparalleled scale and efficiency."

As the category further matures and ad exchanges like BRX continue to serve increasing amounts of publisher inventory, standards become increasingly important for bringing the ease and efficiency of display ad delivery to online video. VAST and VPAID are important steps toward fostering continued growth in online video advertising and eliminating the incompatibilities that exist between agencies' ad formats and publishers' video players.

About BrightRoll

BrightRoll is the leading provider of online video advertising services, having served billions of advertisements since it was founded. BrightRoll helps major brands and agencies execute "smart video ad campaigns" across the industry's leading publishers, including three-fourths of the top 100 online media properties in the United States. In addition to its network of high-quality, brand-safe sites, BrightRoll helps the world's largest buyers of online video advertising achieve their campaign goals with efficient and transparent access to video inventory through the BrightRoll Exchange (BRX). BRX is a self-service, online video ad-buying platform that offers unmatched scale, efficiency and return on investment. BrightRoll is a privately held, venture-backed company and is headquartered in San Francisco, California. BrightRoll offers its service at www.brightroll.com.

Contact Information

  • Media Contact:
    Lindsey Scott or Jason Throckmorton
    LaunchSquad
    Phone: 415-625-8555
    Email: brightroll(at)launchsquad(dot)com