TubeMogul, a Bay Area-based real-time media buying platform and digital advertising agency, announced Friday that it would partner with Innovid, an interactive video technology provider. The two companies hope to expand branding possibilities and standardize industry metrics.
The partnership will include Innovid’s specialized interactive iRoll units, a standard for transforming online videos into interactive experiences, which will allow brand advertisers to access Innovid’s engagement metrics from TubeMogul’s platform in real-time.
Marketers will no longer have to log into multiple dashboards, and instead will be able to compare the brand impact of interactive units in video formats. These are tools that Innovid Co-founder and CEO Zvika Netter says will improve and simplify the media industry.
“Our real-time analytics integration with TubeMogul will give marketers a single dashboard to monitor the impact of iRoll interactive formats on the brand metrics and consumer engagement,” Netter said in a press release. “This is one more step in our commitment to provide the industry with the appropriate analytics to evaluate online video ads and simplify the media buying process for brands.”