More NewsMSN/Atlas Combo Brings Local Video Ads to AP Affiliates

MSN/Atlas Combo Brings Local Video Ads to AP Affiliates

Deal is the first fruit of Microsoft's acquisition of aQuantive.

Through a deal with Microsoft, the Associated Press (AP) Online Video Network news distribution system now allows affiliate sites to place local ads into their online video feeds. The capability comes through a combination of Microsoft’s MSN Video and its Atlas AdManager delivery and reporting product, the first time Microsoft has integrated technology from recently acquired aQuantive.

Using a white label version of MSN Video Player supported by AdManager, AP Online Video Network’s various affiliates can dynamically insert ads into online videos, whereas the ads were previously encoded into the video feeds, according to Scott Ferris, senior vice president and general manager of emerging media at Atlas.

AP’s video network distributes content created specifically for the Web to approximately 1,800 affiliates in the U.S. It claims 61 million unique visitors. Although local markets will be able to run their own ads, national video ad inventory will still be served by Microsoft adCenter and sold by Microsoft’s sales force.

Microsoft is touting the AP deal as the first fruit of its acquisition of aQuantive and the subsequently launched Advertiser and Publisher Solutions group. Microsoft said 20 publishers have switched from other ad serving providers or solutions to the Atlas Publisher Suite in the wake of the aQuantive deal, including SmartBrief, Reunion.com and Entrepreneur.com.

“When a publisher is looking for a technology to manage their entire revenue stream, they look at more than just the features of the technology,” said Scott Ferris, senior vice president and general manager of emerging media at Atlas, a Microsoft subsidiary. “Backed with Microsoft as the largest software company, it’s a powerful combination to future protect a publishers main point of business.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

10m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

10m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

10m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

11m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

11m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

11m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

11m Al Roberts