• AdoTube Gets FreeWheel Certification

    AdoTube, the online video ad platform, has secured Certified Partner status from FreeWheel, the video monetization technology provider. The companies have been collaborating since March, 2010. The certification means that AdoTube and its ad formats comply with FreeWheel's own criteria as well as IAB standards. Joint customers are able to take advantage of deep integration between the companies.

    I last wrote about AdoTube in October, in conjunction with its "Polite Pre-Roll" which cleverly allows users to close out an ad when it begins playing, with period subtle reminders to follow. In research, the unit was found to have a 3.76% vs. 1.61% for standard pre-roll ads. This is an example of the more flexible and viewer-centric approach to video ads that is taking hold. As another example, YouTube recently unveiled its "TrueView" video ads, which offer more viewer control. And Hulu introduced early last year its "Ad Selector" option that allows viewers to choose which ads they want to see. No doubt more initiatives like these to follow.