SOURCE: Datran Media

Datran Media

November 10, 2011 09:20 ET

PulsePoint Adds In-Stream Video Opportunities to Its RTB Exchange

Company Expands Capability to Deliver More Real-Time Bidding Inventory Solutions

NEW YORK, NY--(Marketwire - Nov 10, 2011) - PulsePoint, a global digital media technology company created from the recent merger of ContextWeb and Datran Media, today announced its ability to serve in-stream video ads within the company's RTB (real-time bidding) exchange. This new capability helps PulsePoint's publisher and technology partners capitalize on strong advertiser demand for optimized video advertising at scale.

At its core, PulsePoint's in-stream video opportunities enable real-time decision engines to respond to video player ad requests in compliance with IAB (Interactive Advertising Bureau) Digital Video Ad Serving Template (VAST) standards. PulsePoint's Smart Impression technology then layers up to 33 impression-level data attributes on each ad request in order to help buyers and sellers determine the value of a placement. The company's in-stream capability can support linear (pre-roll, mid-roll, post-roll), display companions and overlay video ad options.

"PulsePoint lets us offer safe, effective, real-time video advertising at scale to our TerminalOne agency and brand clients," said MediaMath CEO Joe Zawadzki. "Their Smart Impression tool provides transparency, which is critical to advertisers who want to optimize their video advertising."

PulsePoint's Smart Impression tool provides key impression-level data attributes, including full-page URL, page-level categorization, referrer URL, fold-count position (how far down on a page an ad will appear) and whether or not it will accept an in-stream ad. The details are critical to fiercely competitive advertisers striving to maximize time spent with their brand and dominate their sectors.

A recent Research and Markets study reveals, "Pre-roll video advertising bought against increasing volumes of premium, syndicated, aggregator, second and third tier, UGC and social media inventory online is powering a thriving market forecast at $1.56 billion in 2011 gross billings."

"We are thrilled to help publishers unlock the maximum value per impression for their content. Connecting these inventory opportunities with the right audience, in real time, has resulted in an overwhelming positive reaction from our exchange clients and the market," said PulsePoint Vice President of Business Development, Scott Portugal. "The volume and enthusiasm level of RTB video inquiries we've received is precisely the affirmation one hopes for when rolling out a new capability."

In-stream video enabled inventory is yet another core capability PulsePoint delivers for RTB buyers--ad networks, agency trading desks and demand-side platforms. The company also released the capability to serve expandable ads and announced this past July that 50 percent of its RTB inventory is rich-media enabled.

For more information about PulsePoint and real-time bidding, please submit a request.

About PulsePoint
PulsePoint™ is a digital media technology company committed to helping marketers and publishers gain greater audience transparency and deeper engagement across digital channels at unprecedented scale. PulsePoint's holistic platform integrates analytic and ad-serving solutions that power predictable audience engagement across display, social, mobile, video and email. PulsePoint delivers a spectrum of services, including data management and media mix optimization, content distribution, contextual ad exchange capabilities, RTB and crowd sourcing. The company's real-time, patented technology powers the digital marketing success for each of the agency holding companies and thousands of leading brands and publishers. Investors in the company include Draper Fisher Jurvetson (DFJ), DFJ Gotham Ventures, DFJ New England, Investor Growth Capital, Updata Partners and VantagePoint Capital Partners. PulsePoint is headquartered in New York, with offices across the US and the UK. For more information, please visit

Contact Information

  • Media Contact:
    Carla Vicens Rudder
    blast! PR for PulsePoint
    919-833-9975 x 7003
    Email Contact