Video ad manager Auditude is announcing this morning that it has scored its first Asian deal, with Allied Pacific Sports Network, which in turn has exclusive rights to distribute certain Major League Baseball content in China and other Asian countries. Under the deal, APSN will use Auditude to dynamically insert video ads into live MLB games. Mike Gaffney, Auditude's Chief Revenue Officer explained to me yesterday that the deal mirrors one which the company has with Yahoo, in which the latter sells and places adds in live domestic MLB video streams.
For Auditude, the APSN deal is its first foray into Asia. The move appears to be opportunistic as the company has been mainly focused on building up its European business through an office in London. Mike said that Dailymotion, the large aggregator site in France is a key reason for its European push. The APSN deal came about due to MLB's recommendation.
Auditude is differentiating itself based on its ability to serve ads in live streams where there's more uncertainty around the length of each stream and the time allocated to ads, making pre-determined ad insertion harder to execute than in on-demand viewing. Live sports are a perfect example of this. Live streaming is expanding dramatically as comScore noted recently, and with YouTube now testing its technology to enable its partners to live stream more growth is surely ahead. As more video providers jump into live and require ad serving, Auditude is positioned to benefit.
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