• by Tyler Loechner  @mp_tyler, October 6, 2014

Ebuzzing & Teads, which merged earlier this year, on Monday announced a brand name change to “Teads.” The company's main product will be a supply-side platform (SSP) for programmatic video advertising.

Ebuzzing specialized as a video ad platform prior to the March 2014 merge, while Teads had a video ad management SSP. Ebuzzing recently stated that it expects 30% of its business will be programmatic within two to three years.

Teads has its own video ad format, dubbed “outstream,” that allows for video ads to be placed in non-traditional areas, such as in between two paragraphs of an article, per a release. This type of ad format, together with traditional pre-roll video formats, are supported by the company’s SSP. 

"Our SSP lets publishers plug into the programmatic world to maximize revenues,” stated Loic Soubeyrand, chief strategy officer of Teads. “Most premium publishers are doing this via private marketplaces, giving advertisers the assurance that they're buying quality placements on quality sites.”

The company claims its revenue is approaching $100 million in 2014, up 50% from one year ago.