Online Video Advertising Makes Big Strides with New Tech, TidalTV Reaps Rewards
Video ad optimization platform vendor TidalTV announced it has raised a massive $30+ million in its latest funding round. The round was led by New Enterprise Associates with participation from Comcast Interactive Capital and Valhalla Partners, and brings the Baltimore-based company’s total funding to $61 million.
TidalTV was launched back in 2007, and had already managed to gain a foothold in both the online video and TV markets. It has done so thanks to its video ad optimization platform, which leverages data from 3rd providers as well as from its “proprietary predictive analytics inference engine.” According to the company’s website, this forms the largest targetable database of individuals in the video spaces, which is combined with TidalTV’s proprietary ad decisioning engine to form the offering which got it over $61 million in funding to date.
“The new funding will be used to expand TidalTV’s technology into global markets in the coming year and to deploy its ad targeting technology into new multi-screen applications for advertisers, media agencies and publishers.”
A recent Nielsen report reveals that 24.7 million US mobile subscribers age 13 and up watched video on a mobile phone in Q4 2010, compared to only 17.6 million the year before.
Video advertising is powering up as online video gains more traction and consumer demand, better content is delivered to stronger devices, and marketers are making the most of it. And, one of of the tools they use to optimize that process, other than TidalTV, is Adap.tv. The start-up just closed a $20 million funding round, and the reason behind it is a very good concept. Adap.tv provides a platform where marketers can manage their online ad inventory, as well as marketplace where they inventory to marketers, who in turn get a better deal that they would elsewhere.
Online media is evolving, and just as in the TV market, advertising is not lagging behind. One of the hottest trends right not is social media, which explains why VMIX announced it’s launching the first ever Facebook video rental service. VMIX Social is now just a few clicks away from Farmville.
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