• by Gavin O'Malley  @mp_gavin, August 8, 2011

In an effort to improve its pre-roll capabilities, Innovid on Monday is expected to announce a partnership with video ad management and monetization platform Auditude.

Seen as a monetization solution for its content partners, this ad technology will provide expanded audience engagement, targeted interactivity, and greater advertising analytics.

Innovid's iRoll ad unit has been designed to improve consumer engagement with, say, coupons, while offering multiple brand videos and a carousel of product options.

"Brands are looking for innovative advertising formats that grab audience attention, and therefore, generate higher engagement," said Jeremy Helfand, CEO of Auditude.

The interactive video ad units are intended to increase the effectiveness of clients' ad campaigns by combining more engaging ad experiences with professionally produced content, according to Helfand.

Through Auditude's technology, Auditude Media Group provides advertisers and agencies with access to premium long- and short-form broadcast and professional video content.

The Palo Alto, Calif.-based company works with other clients, including Comcast and Warner Bros., to help them monetize online video. Its technology automatically analyzes uploaded video clips to identify copyrighted programming -- a "Daily Show" or "Colbert" segment -- then serves targeted overlay ads within that content.

Continuing to gain market traction, Auditude announced a deal with Major League Gaming in late May. Per the exclusive deal, Auditude now controls insertion of video ads in MLG's live-streamed tournaments and video-on-demand content.

Used by content owners and distributors for IP-based video ad technology, Auditude also recently signed another major partnership with Major League Baseball.