SOURCE: BrightRoll


September 09, 2009 08:00 ET

BrightRoll Launches Audience and Behavioral Targeting Across Largest Video Advertising Network

Video Ad Network Combines Reach, Scale With Deep Audience and Behavioral Information From Leading Data Providers BlueKai, eXelate, NextAction Affiniti™ and More

SAN FRANCISCO, CA--(Marketwire - September 9, 2009) - BrightRoll, the leading branded video advertising network, today announced the availability of its audience and behavioral targeting program, giving brand advertisers the ability to execute hyper-targeted campaigns at scale across its premium publisher network. In addition to helping brands connect with their target consumer by providing deep insight into niche audiences, BrightRoll also offers the industry's greatest reach, having been recently ranked the third-largest video property and the largest video ad network by comScore.

BrightRoll is helping advertisers leverage rich audience data, such as age, demographic, and online behavioral data, such as interests, hobbies and purchase intent. This new offering gives advertisers the ability to match proprietary ad units with targeted, engaged viewers online and avoid advertising waste. With seamless data-to-creative serving capabilities, BrightRoll is the first online video ad network with enough scale to help advertisers increase performance and reduce waste across video campaigns.

"BrightRoll has aggregated the highest quality media inventory in the business, and we are now adding the most valuable audience and behavioral data," said Tod Sacerdoti, BrightRoll's co-founder and CEO. "Prior to our offering, video ad networks always lacked the inventory quality, reach or data necessary to target viewers at scale. We've combined our premium sites and proprietary units with audience information from the top data providers in the industry, and it's a potent combination. The result is an extremely efficient and effective video offering that's truly differentiated in the market today."

"We see data and transparency as key to the long-term success of online video targeting," said Omar Tawakol, BlueKai CEO. "Plugging BlueKai's unique intent data set into the video ad targeting process allows advertisers to better optimize their campaigns and directly target lucrative in-market auto, travel and retail audiences across the Internet."

"eXelate is excited to help provide the data necessary to fuel Brightroll's groundbreaking video targeting solution. As part of our 'data anywhere' initiative, our open platform makes it easy for us to partner with smart companies like BrightRoll that are bringing real value to advertisers by providing a more relevant, cost-effective online experience," said Mark Zagorski, Chief Revenue Officer, eXelate.

Audience and behavioral targeting is the most recent offering from BrightRoll in a chain of standard-setting industry practices. Most recently, the company released its Performance Pricing initiative, which allows media buyers to purchase video advertising based on a combination of pricing models, helping to efficiently meet the increasingly dynamic needs of online campaigns. Prior to that, the company put out its Video Impact service, which helps CPG brand marketers optimize the impact of online video advertising on retail sales by measuring the effect of campaigns on the BrightRoll network on offline purchasing intent and behavior.

BrightRoll is compliant with the IAB's Self-Regulatory Principles for Online Behavioral Advertising.

About BrightRoll

BrightRoll is the world's largest and most trusted video advertising network, 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. BrightRoll's proprietary campaign execution, inventory management and advertising delivery technology provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company and is headquartered in San Francisco, California. BrightRoll offers its service at

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