As the online video market rushes to multiscreen, BrightRoll has revealed it is to integrate additional third-party mobile data partners into its programmatic video advertising platform.
The aim is to help advertisers reach targeted audiences at scale, and the first steps of this has to been to sign up BlueKai as its initial third-party mobile partner whose data will be integrated into the BrightRoll console. More partners will be announced in the coming months.
By allowing advertisers to select audience targeting parameters by device, BrightRoll says that its integrated audience targeting solutions can help advertisers reach highly relevant, in-market consumers, regardless of device type. "[We are] committed to continually advancing our leading-edge programmatic video advertising platform to meet the needs of the world's largest brands and advertisers, and mobile is clearly the fastest-growing segment of video advertising," commented Christopher Amen-Kroeger, SVP of engineering, BrightRoll.
"With new mobile audience targeting capabilities built into the BrightRoll platform, advertisers can now reach relevant audiences at scale on both desktop and mobile devices – managing multiple campaigns, optimising creatives on the fly, and measuring campaign impact from one unified, programmatic platform."
BlueKai claims access to a marketplace of 70 million unique mobile users (iOS and Android) and more than 20,000 data categories. "We're thrilled to partner with BrightRoll to bring mobile targeting to their large base of advertising customers," said the company's vice president of mobile Jeff Frantz."With easy access to BlueKai's trusted, massive-scale audience data, advertisers using the BrightRoll platform will now be able to easily target and optimise their video campaigns on both desktop and mobile."