-Becomes First Video Company to Implement Advertising Option Icon in In-Stream Video Ad Units
-Creates new standard for the advertising industry in which all interested parties can participate
NEW YORK – Tremor Video, the largest independent online video technology company, is developing a first of its kind in-stream privacy compliance solution for behaviorally targeted video advertising. The implementation marks the first time the ad choices consumer notification icon has been applied to in-stream video within the player. This is the launching point of an industry-wide leadership initiative for digital video advertising privacy.
The icon will be incorporated into all of Tremor Video’s targeted video ads as part of its commitment to the online advertising industry’s self-regulatory privacy program, which is being managed by the Digital Advertising Alliance (DAA). The video solution will be available in September to all Tremor Video advertisers, as well as publishers that use the company’s proprietary Acudeo® video ad monetization platform. Tremor Video will share the learnings from this endeavor to inform the future efforts of the DAA and Internet Advertising Bureau (IAB) for video privacy programs.
Tremor Video currently employs the Advertising Option Icon and “Ad Choices” text in some of its interest-based in-banner advertisements, designed to provide consumers a better understanding and greater control over customized ads that they receive. The company expects the icon will appear in 100 percent of the behaviorally targeted video in-banner campaigns it serves by the third quarter of 2011. The DAA has developed standards for digital display advertising, which Tremor Video has translated into in-banner video, but no such standard exists for streaming video.
“We take privacy very seriously, and we want consumers to feel comfortable with the ads they see,” said Jason Krebs, Tremor Video’s SVP and Chief Media Officer. “Tremor Video is proud to be at the forefront of protecting consumer privacy and leading the way toward video advertising transparency. The ultimate goal is to give consumers relevant advertising that becomes part of the information and entertainment experience. We are also happy to take the first step for the industry that benefits all parties.”
Tremor Video is the industry leader in targeted video advertising, and its technology platforms help advertisers match their ads to the most relevant consumers.
As reported in Ad Age, Tremor Video is the first company to offer the Advertising Option Icon within in-stream video ads. It is the latest in Tremor Video’s list of firsts, as the company is:
– The first and only to offer in-stream brand protection, determining brand-safe environments for all in-stream content within Tremor Video’s network.
– The first and only to offer a cost-per engagement (CPE) in-stream video pricing model for pre-roll, meaning advertisers only pay when consumers engage with an ad.
– The first and only to offer premium site placement controls that let advertisers approve a site list and only run the ads within that list.
Much of the industry self-regulation effort thus far has focused on display advertising, and the complicated nature of video advertising has prevented the implementation of an industry-wide in-stream standard. Interactive creative elements and the time span of pre-roll video ads raise questions of when a notification icon should appear within the ad and for how long.
“Standard banners are static images with little interactivity, as opposed to video, which offers a wealth of consumer engagement opportunities,” said Ragu Kamakshisundaram, Director of Product Management at Tremor Video. “Rather than wait for a standard, we’re building our self-regulation solution to ensure our ads are in line with privacy compliance.”
For the benefit of consumers and the entire video advertising industry, use and behavior of the icon will align with the initiatives currently endorsed by the DAA and in use for display ad units. The icon will appear within the video player on top of ad units and will link to a page where consumers can learn more about targeted online advertising, including how to opt-out of receiving interest-based advertising from Tremor Video. In addition to hosting its own opt-out functionality, Tremor Video also participates in the DAA’s consumer choice opt-out page.
About Tremor Video
Founded in 2005, Tremor Video (formerly Tremor Media) (www.tremorvideo.com) provides in-stream video advertising solutions to Fortune 1000 brand advertisers and top tier publishers and is widely regarded as the leading video company online. Leveraging its innovative video ad formats and publisher technology, Tremor Video delivers the mass reach and campaign results advertisers should expect from digital video. Tremor Video is the only video ad platform that can provide 100% brand safety by scanning and categorizing every single video stream before an ad is ever served. Powered by award-winning SE2 technology, Tremor Video’s video algorithm also gets smarter at finding and engaging viewers with every ad served, enabling the company to welcome and encourage pay-per-engagement pricing. Tremor Video is a privately held company headquartered in NYC with 10 national and international offices.
