KUALA LUMPUR, Feb 20 (Bernama) -- Marketing measurement software and analytics provider, DoubleVerify (DV) is all geared to drive seamless execution and performance of online video advertising.
For this purpose, DV has acquired digital video technology company, Zentrick. The transaction was completed as an all cash, all stock offered on Feb 15.
Upon acquisition, Zentrick engineering teams will continue to operate from offices in Ghent, Belgium, providing middleware solutions for the world’s largest brands, platforms and publishers.
The solutions reduce video breakage by more than 50 per cent, by shortening load times and eliminating multiple forms of latency that prevent a video ad from delivering.
Greater ad delivery maximises advertiser performance and revenue yield for publishers. Zentrick software further enables publishers to detect and resolve issues behind breakages as they occur.
“DV’s mission is to power the new standard of marketing performance, giving advertisers clarity and confidence in their digital investment,” said DV chief executive officer, Wayne Gattinella.
He said eliminating ad breakage had a direct effect on the performance of online advertising that would resonate throughout the ecosystem.
Zentrick co-founder, Pieter Mees said integrating its digital video technology and expertise with DV’s industry-wide platform would accelerate Zentrick’s efforts to simplify and streamline ad performance.
Video advertising spend soared to US$28 billion last year. However, the ecosystem necessary to support the growth in video ad delivery has become highly fragmented. (US$1 = RM4.07)
-- BERNAMA
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