Ad intelligence company, Integral Ad Science, has acquired Veenome, a service that analyses online videos for quality of content, brand safety, and viewability.
The acquisition continues Integral’s mission to innovate and invest in video as well as its overall solutions that enable the digital advertising industry to effectively buy and sell media.
Veenome’s technology indexes online video content at scale, providing advertisers and publishers with a portfolio of video intelligence. This intelligence, pertaining to the overall ‘in stream’ quality of the video content and other quality metrics such as ‘in banner vs. in stream’, audio status, auto-play, location of the player on a page, player size and contextual category, helps buyers and sellers determine the value and quality of the video placement.
The offering will be used to enhance Integral’s existing video solution that ensures video ads are viewable, fraud-free, in brand safe environments, on contextually relevant sites, and geographically targeted within range. Furthermore, in tandem with Integral’s commitment to evaluate media quality for programmatic clients, Integral will be able to leverage this new intelligence to identify, target, and value the most comprehensive and accurate video quality media in RTB.
“As brands rapidly embrace video advertising, the quality of video content, which impacts viewer engagement, has never been more important. It is imperative that brands be able to measure and affect better placement of their video advertising,” said Scott Knoll, CEO of Integral Ad Science. “Today’s acquisition of Veenome extends our leadership position, bringing our customers the industry’s most comprehensive video analytics solution, underpinned by cutting-edge technology and the largest, most experienced team to support it.”
“We are excited to join forces with Integral Ad Science, which has a proven track record of delivering game-changing products that drive the industry forward,” said Kevin Lenane, co-founder and CEO of Veenome. “We have spent years building Veenome’s services to be the most advanced at quantifying the quality of video, and our portfolio of products will make for a perfect integration with Integral’s world-class capabilities.”
The acquisition reaffirms Integral’s already significant investment in video. All Veenome employees will join Integral, and Integral plans to continue to hire top talent to further develop its product offering in this area.
