Drawbridge, the leading cross-device advertising platform, announced the ability for advertisers to leverage a supply of premium pre-roll video inventory for effective video advertising across devices via the company’s integration with LiveRail, the leading video monetization platform for Publishers. Drawbridge advertisers will have the ability to quickly and effectively scale video campaigns across LiveRail publishers’ inventory, which includes exclusive video private exchanges across desktop, smartphone, tablet, connected TV, and gaming, using first or third-party audience segments, or Drawbridge proprietary cross-device user data. Additionally, LiveRail publishers will have access to premium demand from Drawbridge advertisers. The LiveRail Platform delivers over five billion impressions monthly and in May 2014, served ads to over 37% of the U.S. population, according to the May 2014 comScore Online Video Ad Property Rankings.
Pre-roll video is among the most effective digital video advertising formats, with completion rates of up to 81% according to a recent IAB study. The popularity and familiarity of pre-, mid-, and post-roll video ads likely stems from their similarity to traditional television advertising; advertisers can repurpose existing ads, and users are familiar with the medium. Drawbridge advertisers will be able to utilize proprietary data to segment audiences and increase relevancy for users, while increasing campaign performance across devices.
“With video and cross-device being two of the fastest-growing areas of digital advertising, it is expected for the respective industry leaders to work together to add value for our demand and supply-side clients,” said Drawbridge VP Strategic Partnerships Nimeshh Patel. “We want to make sure we offer our clients advanced tools for success in cross-device advertising, and providing access to LiveRail’s extensive video supply does exactly that.”
“We’re excited to be providing Drawbridge advertisers with the opportunity to purchase inventory at scale and efficiently manage their multi-platform video advertising campaigns,” said Richie Brown, Director of Demand Sales at LiveRail. “It’s also great to add new demand channels that can help LiveRail publishers maximize their inventory yield and increase fill rates.”
As KPCB Partner Mary Meeker shared last month in her 2014 Internet Trends Report, mobile’s share of global online video consumption has more than doubled year over year, reaching 22%. As users increasingly rely on multiple devices to accomplish online tasks, including ad-supported video consumption, leveraging cross-device data to enhance ad relevance increases value for advertisers, publishers, and end users.
Drawbridge has developed the first machine-learning ad technology to leverage insights from cross-device signals allowing advertisers and marketers to reach targeted audiences across multiple devices. Through its innovative technology, the company is able to gain insights and a much deeper understanding of audience behavior. Drawbridge works with six of the top seven online travel agencies, eight of the top twelve flash sales retailers, as well as top companies in local services, online payments, subscription media, and dating verticals. The company is located in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital. For more information, visit http://drawbrid.ge/.
LiveRail is the leading publisher monetization platform for video with more than 5BN impressions delivered via its platform each month, setting the standard for innovative video advertising technology solutions. LiveRail provides premium publishers with the technology infrastructure to sell their video inventory smarter and safer, across all devices. Recently recognized by Digiday Publishing Awards as the Best Monetization Technology for a Publisher, LiveRail is used by hundreds of major publishers who benefit from sophisticated analytics, advanced controls and unparalleled transparency ultimately generating maximum yield for every ad impression. Founded in 2007, LiveRail’s senior team is led by its founders, Mark Trefgarne (CEO) and Andrei Dunca (CTO). LiveRail Inc. is headquartered in San Francisco, California, with offices in New York, London, England and Cluj-Napoca, Romania. LiveRail is backed by Pond Ventures. For more information visit: www.liverail.com.