SOURCE: BrightRoll


February 16, 2011 08:00 ET

BrightRoll Pledges $1M to Industry Research to Advance Online Video Advertising in 2011

Additional Industry Support Through New Collaboration With comScore to Optimize Audience Targeting, Measurement and Verification

SAN FRANCISCO, CA--(Marketwire - February 16, 2011) - BrightRoll, the leading provider of online video advertising services, announced today that it is committing more than $1M throughout 2011 to advance market and innovation research. In addition, the company is collaborating with comScore, a leader in measuring the digital world, to implement comScore's AdEffx Campaign Essentials™ Dashboard to optimize online video campaigns on the fly for maximum advertiser impact and ROI. The BrightRoll Exchange platform is the first to provide comScore's third-party validation on every campaign so that advertisers can be sure their messages are reaching the intended audience.

In support of BrightRoll's 2011 focus on research and innovation, for the first time ever, reporting measurements that advertisers are accustomed to across offline mediums like print and TV will be used by BrightRoll to measure and optimize online video campaigns. Through BrightRoll, advertisers will be able to access rich detail on campaign performance, including demographic and geographic ad delivery. This insight will be delivered throughout the campaign, allowing BrightRoll to work even closer with its advertisers to make on the fly adjustments to reach their target audiences and meet campaign goals.

"One of the promises of online advertising is the ability to target specific audiences. However, until now, advertisers have not had sophisticated enough measurement tools to provide an accurate picture of the health of their live campaigns," said Graham Mudd, vice president, search and media at comScore. "By utilizing Campaign Essentials with every campaign, BrightRoll can both optimize impression delivery while the campaign is in flight and provide advertisers with third-party validation that their campaign targeting goals are being met."

BrightRoll's collaboration with comScore will drive greater campaign ROI by providing advertisers:

  • The insight needed to optimize campaigns using in-flight campaign data and performance analytics for improved audience targeting
  • Third-party verification from comScore, ensuring ad delivery to the intended audience and geography (DMA) to drive reach and frequency goals
  • Access to digital GRP "overnights," which enables media planners to make comparisons to offline campaign spend

"In order to facilitate the continued movement of ad dollars online, it's incredibly important for us to expand our industry research and find new ways to give advertisers confidence that their campaigns are being executed and optimized in accordance with their expectations," said BrightRoll CEO Tod Sacerdoti. "Furthermore, we're committed to developing relationships with key organizations like comScore to leverage the highest measurement standards, enabling us to validate our clients' campaigns and ensure they are performing effectively, thus making it easy for them to draw comparisons to traditional media buys."

About BrightRoll
With more than 70 million monthly unique viewers, BrightRoll is the world's largest and most trusted video ad network and the leading provider of online video advertising services. The BrightRoll Network, powered by its online video ad-buying platform BRX, enables advertisers to execute smart online video campaigns across a massive pool of video inventory. BrightRoll's technology, combined with its full site disclosure, detailed performance reports and flexible targeting provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company headquartered in San Francisco, California. For more information visit or read more on BrightRoll's blog.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit

Contact Information

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