ADOTAS – We might be witnessing the beginning of a new consolidation trend: established ad networks picking up video components. Last month Specific Media acquired BBE to integrate a video ad appendage, and now Undertone has purchased video ad distribution and technology firm Jambo Media for the same purpose.
A common name among the comScore Top 25 video properties, Jambo supports 1,000 sites with a reach of more than 17 million monthly uniques, Undertone will add Jambo’s video player to its offering as well as the Jambocast optimization platform, allowing the ad network to create a wealth of premium video inventory.
“Undertone’s goal is to help marketers ‘span the screens,’ putting video to work for brands on televisions, personal computers and mobile devices,” said Undertone CEO Mike Cassidy. “Pairing video and display under a single management platform helps advertisers serve the right content in the right format to the right person, delivering results that impact the brand.”
Financial terms of the deal were not disclosed.