• by Gavin O'Malley  @mp_gavin, July 9, 2013

On the heels of filing for a $65 million IPO, YuMe is rolling out a multiscreen “Household Targeting” program this week to help brands reach consumers at home.

The video ad network’s new technology service was designed to deliver in-stream video ads across every connected screen in a consumer's home, according to Ed Haslam, senior vice president, marketing at YuMe.

"With this level of targeting in the household, brand marketers can now reach people who live together for purchase influence,” Haslam said.

For an upcoming ad campaign featuring its higher-end Genesis model, Hyundai and its agency Initiative have signed on as the service’s official launch partners.

YuMe's Household Targeting service will also provide retargeting to reach members of the household even when they leave their home, according to Haslam. Once YuMe identifies a household device, the technology can continue to target those devices wherever there is a Wi-Fi or network connection, he said.

Coming off a strong 2012 -- with a reported profit of $6.3 million -- YuMe filed for a $65 million IPO, last week. On the news, several analysts expressed doubts about the company’s ability to sustain sufficient growth to keep investors happy. 

In its S-1 filing, YuMe said it attracted 257 million monthly unique viewers in May, and delivered over 8 billion video advertising impressions in 2012. Since its launch in 2004, YuMe has raised $74.4 million in funding.