YuMe, AutoTrader.com Deal Offers Behavioral Targeting for Video Ads

  |  August 17, 2009   |  Comments

YuMe becomes the latest to offer video advertisers behavioral targeting capabilities.

Ad network YuMe became the latest to offer its video advertisers behavioral targeting capabilities today thanks to a new deal with AutoTrader.com.

AutoTrader.com will be able to sell video ads on sites in YuMe’s video ad network -- extending the site's reach to all YuMe's publisher partners.

Behavioral targeting opportunities are hard to come by for video advertisers, partially because most video players can't be "tagged" the way display ads can. The AutoTrader.com deal was made possible thanks to a step forward in video technology that changed that, said Jayant Kadambi, co-founder and President of YuMe.

"What we figured out how to do is take third party data, keep it proprietary -- it's Auto Trader's data -- and apply it across our network through use of some software we've thrown into our partners' video players," he said.

YuMe is not the first to figure out how to apply behavioral targeting techniques to video ads. Last month, Hulu announced it had partnered with AudienceScience to enable behavioral targeting for its in-stream video ads.

It is no coincidence that YuMe struck this deal with one of the largest auto-shopping sites on the Web. Kadambi noted that the auto category -- despite its recent challenges -- is still a leader in video advertising.

"The spend is there," he said. "And given the state of the car industry now, and marketing that shows a return on investment and can show all key performance indicators going in the right direction will get more funds."

YuMe, which claims more than 500 publishers in its network and over 60 million unique viewers per month, anticipates forging similar deals with other publishers in its network soon, Kadambi said.

Correction: An earlier version of the story said YuMe would sell ad inventory on AutoTrader.com. It's actually the opposite. AutoTrader.com will be able to extend its inventory to YuMe sites.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...