VINDICO Gets MRC AccreditedWednesday, July 14, 2010, 09:55 AM ET posted by: Will Richmond VINDICO, the recently created video ad server division of BBE, is announcing this morning that it has been accredited by the Media Ratings Council (MRC). For those not familiar, the MRC is an independent industry association that  works to ensure audience measurement is valid, reliable and effective. VINDICO believes it is the first demand-side video ad server to be accredited by MRC (there may others, I'm not sure; I know that FreeWheel was accredited about 6 months ago).Matt Timothy, VINDICO's president, told me yesterday that the accreditation is a big step forward for both the company, and the online video ad industry. Matt explained that with online video advertising still relatively early-stage, there's been a "Wild West" dynamic with different ad servers and measurement approaches. That friction constrains advertiser spending in the new medium. MRC gives VINDICO new credibility with the agencies and advertisers it serves that the audience data it shares is up to MRC's stringent standards. With the rise of online video advertising, Matt also sees 2 trends developing: the shift from estimated ad measurement (common in TV advertising) to actual ad measurement and agencies/advertisers taking control of the actual ad delivery process (which in TV advertising is handled by the TV networks and stations). VINDICO is betting on both of these trends; it targets agencies and advertisers with its ad-server technology. Matt pointed to recent wins with VivaKi and Universal McCann as evidence that its approach is working. What do you think? Post a comment now (no sign-in required). Categories: Advertising, Technology Tags: 3 Comments posted |
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This is going to be a verrrry interesting debate. Can agencies buy in bulk and then insert any advertiser in any spot? Bulk buying arbitrage is generally credited with accelerating the commoditization of the Web Display business... and is the greatest fear of the premium TV Nets.
This concept of media agency control of dynamic TV Ad insertion is going to be one of the most hotly contested issues in the TV Industry. Oh, and throw in the issue of third party ad networks & exchanges just for fun.
www.thedigitalhobo.com
This is great PR, but hardly a game changer. Their data may be more accurate than other ad servers, data providers or measurement companies, but doesn't change the dynamic of how advertisers buy or deliver advertising as far as I understand it.
I'm open to being wrong, though. I'm sure the BBE folks are following this thread, so Matt, please weigh in. Has BBE moved into TV yet?
We believe that the advertiser will ultimately need to own ad delivery. In the video space, execution today is pretty straightforward; have a publisher run your pre roll in their player. As we move forward, the executions will become much more complex: refined targeting, dynamic format decisioning etc. These capabilities, run across myriad players creates a reporting and management nightmare. We also believe that these future capabilities of video brand storytelling will be developed online first. The incumbent platforms (cable) are not the most flexible or innovation friendly and as such, advertisers looking to unlock new directions in video advertising will find online easier to use and easier to measure. It's here that the idea of advertisers taking control of video ad delivery will start to take hold and at some point that expectation will move to offline video.