Coull Converting Display Ads To In-Video Overlays, Rolls Out Tech On Mobile Exchange

Video ad network Coull has introduced a new ad technology, dubbed the VAST-O-Matic, which it says converts traditional display ads to IAB-compliant in-video overlays.

VAST stands for Video Ad Serving Template. It is a standard issued by the IAB to help ad servers and video players work together.

Coull’s CEO Irfon Watkins claimed in a statement that this is the first tool which can automatically convert display ads to in-video overlays. One perk of the technology, he contends, is that it will allow advertisers to use their existing display creative in a video environment. Watkins also hopes it will draw more attention to a publisher’s video inventory, though video is considered a hot commodity as is.

Advertisers looking to use Coull’s new technology must do so through Coull’s “Vidlink” ad unit, which adds a clickable button to a video and links to a product page. Per the release, the tech can convert display ads from XML, XTML and MRAID formats.

The company says it’s rolling out the VAST-O-Matic on Smaato’s mobile ad exchange. Coull is placing video inventory from its own network onto the Smaato exchange to support the use of the new technology.

2 comments about "Coull Converting Display Ads To In-Video Overlays, Rolls Out Tech On Mobile Exchange".
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  1. Adam Tuttle from _, April 9, 2014 at 12:40 p.m.

    We were doing this at Panache in 2007/08... Back before VAST and when getting ads into the video was really, really hard...

    In this business what is old is always new again...

  2. Kristen Cosentino from Festpop, April 9, 2014 at 8:05 p.m.

    Vibrant Media's Lightbox video solution is a much nicer aesthetic.

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