Programmatic video buying platform Brightroll has announced new partnerships with Google, Nielsen, comScore and BlueKai to provide a range of new services including free audience validation, data-driven mobile video targeting and access to Google’s ad exchange inventory.
The partnership with Nielsen and comScore gives Brightroll clients direct access to real-time data from two leaders in the digital measurement industry. Data from both companies will be integrated at all steps of the campaign buying process, from forecasting reach to optimizing towards more cost-efficient, in-target inventory.
Brightroll clients will also have access to comScore’s validated Campaign Essentials and Nielsen Online Campaign Ratings for independent verification of campaign reach and GRPs. Reporting services will be integrated into the Brightroll platform, and clients will not have to pay subscription fees to Nielsen or comScore to use them. Brightroll has stressed the importance of having third-party measurement companies like Nielsen and comScore evaluate the effectiveness of programmatic campaigns, to ensure impartiality and reliability of measurement results.
The new measurement deals follow last week’s announcement that Brightroll will be offering independent viewability verification from third-party provider Moat. The company says it will continue to offer Moat measurement for viewability, in addition to Nielsen and comScore measurement for audience reach and targeting.
Also announced at the Brightroll summit, a new partnership with Google’s DoubleClick will give clients direct access to all video inventory on the DoubleClick Ad Exchange, including highly sought-after Google video properties such as YouTube. The partnership builds on a deal from last year, in which clients of DoubleClick’s demand-side platform, Bid Manager, gained access to Brightroll inventory.
In mobile, Brightroll announced it will be launching new audience targeting options with the help of new mobile data partner BlueKai. With the addition of mobile targeting, Brightroll clients will be able to run targeted video campaigns across mobile, tablet and desktop with
BlueKai keeps tabs on 70 million unique mobile users across Android and iOS devices. Brightroll says it will be adding more data partners in the coming months.
All of the new services will be available in Canada and the U.S., though the new mobile targeting will not be activated until the end of Q2.
The industry-spanning deals were announced Tuesday at the annual Brightroll Video Summit in New York.
