adBrite's exchange claims access to video pre-roll and conventional display ad inventory delivering a publisher "footprint" second only to Google's.
The deal helps accelerate Adnetik's goal to bring its data-driven audience targeting - and buying - system into video, and ultimately into other media platforms, said Adnetik President Ed Montes. Ultimately, he said the goal is to make Adnetik a trading desk for advertisers and agencies to use across "all addressable media channels," which would presumably eventually include television as well.
In October, Adnetik announced a deal with online video exchange Adap.tv that enables marketers to target online video ads aimed at specific users on an impression-by-impression basis, and was considered to be a first among major agency holding companies.