Video Technology Company Powers Industry Move Toward Real-Time Video Buying
SAN FRANCISCO – LiveRail, the first real-time video ad technology platform for publishers, networks and agencies, and MediaMath, the first and only enterprise-class DSP, announced that LiveRail will serve MediaMath as a video ad serving partner.
Through LiveRail’s technology, MediaMath can now empower marketing professionals to deliver more video advertising in real time across a network of top publishers, utilizing the same automatic buying, efficient pricing, and seamless delivery buyers expect from MediaMath’s platform. The DSP will also sell video inventory from LiveRail’s network of publishers.
Through strategic partnerships with the leading DSPs, LiveRail is now powering the industry transition toward automated, real-time video ad buying. With LiveRail’s technology, DSPs can manage their real-time video ad sales alongside their display sales, and also use LiveRail as a video ad server. LiveRail’s direct relationships with publishers also provide DSPs with both the video ad inventory and consumer targeting that buyers are eagerly taking advantage of.
Nearly $50 million will be spent on video RTB this year, but rapid growth in video ad networks, DSPs, and agency trading desks will lead to triple-digit growth in 2012. LiveRail’s technology touches all sides of the video advertising spectrum, helping agencies, DSPs, and publishers manager video ad sales, inventory, and analytics while ensuring multi-platform delivery, support of VAST and VPAID standards, and total buying transparency.
“Programmatic buying is taking off in the display ad space and buyers are increasingly interested in exploring the potential of video RTB,” said Joe Zawadzki, MediaMath’s CEO. “Because LiveRail offers fully automated buying and easy ad serving through its network of publishers, they were the ideal partner to accelerate our real-time video offering.”
“By further expanding its video offering, MediaMath is showing that ad buyers are very interested in the potential and efficiency of RTB for video,” said Mark Trefgarne, LiveRail CEO. “We’ve seen interest in video RTB grow steadily over the past half year, which is a great sign for the video ad segment. More potential buyers encourage more publishers to adopt the technology, opening up more inventory and creating more opportunities to match advertising to targeted viewers.”
LiveRail delivers technology solutions that enable and enhance the monetization of Internet-distributed video. By focusing specifically on challenges and opportunities created by online video, its tools are designed to be easier, more efficient and more effective than traditional display ad servers to deliver and track advertising into this new medium. Founded in 2007, LiveRail’s senior team is led by its founders, Mark Trefgarne (CEO) and Andrei Dunca (CTO). LiveRail Inc. is headquartered in San Francisco, California, with offices in New York City and Romania. LiveRail is backed by Pond Ventures.