YuMe Unveils Buy-Side Video Ad Management Platform

Catering to media agencies, advertisers and agency trading desks, video ad technology company YuMe on Wednesday debuted a new buy-side video ad management system.

Built on the company's ACE technology platform, ACE for Advertisers allays the complexity of video ad campaign management, promises Jayant Kadambi, co-founder and president of YuMe.

With an eye on "large-scale video advertising," the platform enables clients to "run their own private network, giving them control, visibility, and the means to incorporate and leverage their own data and processes," explained Kadambi.

The new platform can deliver video ads to online, mobile and IPTV devices in an effort to give advertisers more flexibility. It was also designed to help advertisers optimize ad spend across publishers, ad networks, and exchanges.

Publishers including MSN, Msnbc Digital Network, IDG Entertainment and Glam Media use YuMe's ACE ad management platform.

YuMe presently offers about 20 different ad units spanning different types of pre-, mid- and post-rolls, overlays and page takeovers that advertisers can customize further by choosing different features. The company's broader efforts include encouraging marketers to experiment with different formats and features in video advertising.

Late last year, YuMe ranked as the third-largest U.S. video ad network, with 73.4 million unique viewers and a potential reach of 43% of online video viewers, according to comScore.

Today, 71% of the U.S. online audience watches video online, while Forrester expects the number of streams consumed to more than double by 2013. Driving this growth is an explosion of video content from users, professional studios, and marketers.

In February, YuMe closed a $25 million round of funding, led by new investor Menlo Ventures. Existing investors Accel Partners, BV Capital, DAG Ventures and Khosla Ventures also participated in the round.

Addressing advertisers' long-held reservations about online placement, YuMe unveiled a set of brand security capabilities this summer. The features rely on YuMe's domain detection technology, which collects detailed information about the in-page environment of a syndicated or embeddable player when it makes an ad request -- even when the player is not associated with a companion banner.

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