March 30, 2012 09:00 ET

Cross-Screen Video Campaign Solution Provider Mixpo Partners With FreeWheel to Power In-App Advertising for Online Publishers and Content Providers

SEATTLE, WA--(Marketwire - Mar 30, 2012) - With the aim of helping content owners to further scale monetization of their apps and second screen experiences, "smart" cross-screen video ad campaign enabler Mixpo announced today that it has completed MRAID (Mobile Rich Media Ad Interface Definitions) certification with FreeWheel, the video technology company serving enterprise-class entertainment companies. The certification enables Mixpo to serve personalized, interactive video ads to the vast array of mobile apps supported by FreeWheel.

MRAID is the IAB Mobile Marketing Center of Excellence's project to define a common API (Application Programming Interface) for mobile rich media ads that will run in mobile apps.

The announcement comes in a timely manner for marketers and app developers. On March 12, e-Marketer announced that 65% of the marketers they surveyed plan to increase their mobile advertising spend in 2012. MRAID is helping to open up a vast new frontier of mobile inventory for advertisers, particularly now that 55 million Americans own tablets and another 101.3 million own smartphones, 40% of which use them while watching television.

"Mixpo enables content owners to run personalized, interactive video ads on any screen while delivering comprehensive, easy to consume cross-screen performance analytics and monitoring," said Walter Harp, vice president of product management at Mixpo. "FreeWheel is a market leader in providing content owners what they need to manage the economics of their content across a multiplicity of devices. Plugging into their platform enables Mixpo to deliver greater value to our shared customers -- the content owners."

"With TV content and Web video proliferating on new emerging mobile platforms, it has become vitally important for content companies that want to reach consumers on the nearest available screen to be equipped with the most powerful advertising solutions," said Brent Horowitz, vice president of business development at FreeWheel. "Partnering with Mixpo for in-app advertising gives our global media customers the flexibility to monetize their video with more rich, personalized, and compelling interactive video ad experiences."

About Mixpo
Mixpo provides agencies, advertisers, publishers and networks with a cloud-based, best-in-class platform for transforming video ads into compelling, interactive app-like experience that run on any screen and in any format. The platform yields comprehensive, easy to consume analytics to help advertisers quickly gauge and react to campaign performance in real time while also measuring success on the back end. Video ads assembled in the Mixpo platform can also self-customize in real time based on the demographic profile and interests of whoever is watching the ad as well as the location from where they're watching.

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About FreeWheel
FreeWheel manages the economics of content for the enterprise-class world of entertainment, offering technical infrastructure for revenue rights management and business operations, wrapped in advisory services. Founded and led by a team of executives from the world's leading technology companies, FreeWheel's solutions have already armed companies like AOL, ESPN, FOX, Sky, Turner, and VEVO with the technology and services they need to profitably scale their professional content across devices and revenue models.

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