Programmatic video ad platform BrightRoll is building out a suite of tools for advertisers, the company announced at its Newfront advertiser conference this morning.
Starting today, the programmatic video ad platform will integrate Nielsen digital ad ratings, add a new mobile video measurement tool, and allow advertisers to access Yahoo’s in-app inventory to its marketplace.
The integration with Nielsen means that advertisers on BrightRoll can now verify that ads are reaching their intended audience. It also allows them to compare how campaigns do on web versus mobile, so they can tweak them accordingly.
BrightRoll is also introducing a new set of standards the company developed in collaboration with the International Advertisers Board called the MRAID video addendum. The new framework simplifies the process of publishing mobile video ad campaigns by giving advertisers access to a common API for interactive ads and better measurements of mobile ad campaign performance.
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Lastly, BrightRoll is giving advertisers access to Yahoo App publishing inventory through its marketplace, so that advertisers can purchase in-app video ads directly through BrightRoll.
BrightRoll’s parent company Yahoo has been working diligently to build out its video advertising ecosystem, and this is the latest attempt to draw in more advertisers to its platform.
