CLiP On: DBG Debuts Ad Platform

Chris-Young

Getting into the distribution game, Digital Broadcasting Group just opened up its platform to allow third-party publishers to syndicate and monetize its online video.

The DBG Content Library Platform -- or CLiP for short -- debuted on Thursday with several launch partners, including Technorati and entertainment destination Ology.

Publisher partners will have access to roughly 20,000 original and licensed videos, including "The Confession," starring Kiefer Sutherland, and "ControlTV," produced by Seth Green.

"With more than 80% of Web users viewing video regularly, the cost to develop and program premium content on a regular basis is often the biggest deterrent for publishers of every size," said DBG Chief Product Officer Matthew Corbin. "CLiP answers [these] increased demands."

The system will launch with six channels, including Entertainment, Business and Technology, Woman's Lifestyle, Men's Lifestyle and Travel. Future channels of content will include Health, Sports, Food and Premium Entertainment.

The larger goal is to find new and creative ways to "help publishers and marketers engage audiences with premium video content online," said DBG CEO Chris Young.

Launched in 2007, DBG has worked with various brands, including Infiniti, Hewlett-Packard, Ford, Sprint, Mars, the U.S. Air Force, Kimberly Clark, Unilever and Coca-Cola.

DBG distributes advertisers' pre-roll inventory, as well as original Web programming, across 2,600 publishers, which it says reaches over 107 million unique monthly visitors.

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