DoubleClick Crosses the In-Streams
Digital ad company DoubleClick today launched DART Motif for In-Stream, a version of DoubleClick’s DART Motif ad platform tailored specifically for in-stream video advertising. In addition to standard click and conversion metrics, Motif for In-Stream also measures some explicitly video-related metrics like the number of pauses, mutes, midpoints reached, restarts, view times and full-screen views.
The in-stream tracking is compliant with IAB industry standards, since it’s based on the existing DART ad server technology. TV Guide, National Geographic and twelve other companies participated in the beta test of the new system.
“The popularity of video is exploding and publishers need a reliable system for trafficking, targeting, forecasting and reporting on this valuable inventory,” said Ari Paparo, DoubleClick’s vice president of rich media in a statement. “DART Motif for In-Stream is an exciting and innovative extension of the DART for Publishers platform that will help publishers go beyond pre-roll to create innovative, engaging environments for users, while offering agencies, advertisers, and marketers the trusted metrics that justify spending on this new medium.”
DART Motif for In-Stream was created for advertisers used to working with television advertising, and it supports TV- industry standard Ad-ID codes. The new system also supports video ad roadblocking, video syncing between multiple banners on a page, and interactive elements like clickable zones and expanding rollovers.
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