ThePlatform Teams With Tremor

ThePlatform, Comcast's white-label video publishing subsidiary, has teamed up with video ad network Tremor Media to offer clients new ad management tools.

Specifically, Tremor's Acudeo ad policy and management suite will be offered to thePlatform's publisher clients to help them find the right ad network mix, as well as set up "failover" policies to prevent interruptions in ad delivery.

According to Tremor CEO Jason Glickman, the partnership "validates the need for a single-source inventory management and monetization solution for video publishers."

Publishers can also set the use of pre-roll, mid-roll, and post-roll ads, and add overlays, companions, and display banners. Ad timing can use chapter points in long-form videos or run ads before a variable number of short-form video plays.

Ad operation teams can set IAB-compliant in-stream and overlay formats, define playback policies, and sync companion banner ads with ad streams.

In addition to Acudeo's ad source format, it is designed to support the digital video ad-serving template format as distributed by the IAB, and is pre-integrated with major video ad networks, ad-serving and video analytic technologies.

In February, Tremor closed a third-round financing of $18 million led by Meritech Capital Partners and including prior investors Canaan Partners, Masthead Venture Partners and European Founders Fund.

New York-based Tremor has raised to date just over $40 million, which it is using to accelerate product development, build up the customer base for its Acudeo video ad platform for publishers, and continue its international expansion.

While thePlatform faces many rivals -- including Brightcove, Veeple, PermissionTV, and Vimeo -- its biggest competition comes from the in-house platforms that publishers decide to build themselves. Working in thePlatform's favor, therefore, is the increasingly complex syndication landscape, according to Marty Roberts, vice president of marketing for thePlatform.

Founded in 2000, thePlatform services many top video syndicators, including the BBC, CNBC, PBS and Gannett (including USA Today).

Late last year, The Associated Press selected thePlatform to serve as its central back-end management system for publishing video across some 2,000 affiliate and syndication partner sites. The move was expected to help network affiliates better showcase their news video as well as to offer higher video quality.

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