• by Alex Weprin , November 16, 2017

The mobile video advertising platform Receptiv  is launching an outstream video product, Reveal, set to roll out Thursday to about 40 publishers, including Thought Catalog, Curiosity.com and Active.

The company claims Reveal is the first product of its kind built to Interactive Advertising Bureau and Coalition for Better Ads standards, including IAB's “LEAN” principles (light, encrypted, ad-choice supported and noninvasive), meant to make mobile ads less annoying and distracting for users.

“At Curiosity, about 90% of our audience is on mobile, and we want to maintain the user experience while creating new video supply,” said Lisa Weinstein, CEO of curiosity.com, in a statement. “With Receptiv’s new video format Reveal and its adherence to the Coalition for Better Ad standards, we feel confident that our user experience is being put first.”