• by Gavin O'Malley  @mp_gavin, June 4, 2013

As part of a broader effort to scale video ad sales, Reader’s Digest Association has tapped metadata analytics provider TriVu Media. Per the deal, Reader’s Digest plans to supplement its marketing and sales force with TriVu’s metadata analytics.

The media and direct marketing giant is hoping the combined resources will address two of the biggest challenges facing online video advertising: transparency and scale.

“Until now, transparency and scale inhibited premium video advertising,” said Tom Bosco, the recently appointed director of sales for the Reader's Digest Home and Garden division.

With the help of TVm, TriVu’s pre-bid system, Reader’s Digest will encourage advertisers to implement their own buy-side strategies, whether that means targeting “DIY experts” and “active moms” or creating their own target audience.

As advertisers shift more dollars online, they are demanding more accountability from publishers. "Audience alone does not drive a video advertising program’s intended outcomes,” said Adam Bow, director of content and digital planning at Carat USA. “We also need to understand the content, context and motivational factors.”

The partnership represents a big win for TriVu, which launched in 2012 with the mission of providing “broadcast-style” ad data for online video.

Domestically, digital video ad spending is on track to reach $8 billion by 2016, according to eMarketer.