Vdopia Launches Mobile Video Programmatic Marketplace

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Today, Vdopia, a global programmatic buying and selling platform for mobile video advertising, announced the launch of their global programmatic platform exclusively for mobile video advertising. The new marketplace product called ‘Chocolate,’ is built from the ground up solely for mobile video advertising.

With the potential reach of 150 million unique mobile users in the United States alone, it is designed for brand marketers and demand partners who want a highly functional marketplace platform that offers top quality mobile video inventory at significant scale with complete transparency.

Chocolate takes advantage of Vdopia’s proprietary .VDO technology, which enables advertisers and publishers to seamlessly run video-enabled ads on the mobile web and apps without Flash or plug-ins.

“With Chocolate, we’re providing inventory for more than 10,000 mobile apps and sites, the industry’s best third-party integrations and a combined reach of more than 150 million unique users,” says Saurabh Bhatia, CEO of Vdopia. “Mobile video ad spending in the U.S. is estimated to grow by 322% in next 4 years. In addition to shifts in TV dollars to digital, Chocolate is rightly positioned to capitalize on macro trends including moves into programmatic and the emergence of mobile native advertising.”

Bhatia believes there is a strong future for programmatic in the mobile video marketplace, as it contributes to 90% of mobile advertising. He foresees a direct integrations with Enterprise CRM and first data based targeting. The future, he assures, is personal and scale.

“One of the unique advantages of Chocolate is the capability to provide real-time bidding (RTB) to demand partners which have only basic VAST support but no RTB capability,” says Srikanth Kakani, CTO of Vdopia. “In addition, Vdopia’s new marketplace unifies a fragmented mobile video market space and addresses growing mobile industry complexities – like lack of standards, brand safety and a dearth of quality mobile video inventory – making it the only marketplace that offers end to end functionality for scaling video ads on mobile.”

The Chocolate platform is device-agnostic, and compatible with all major operating systems. All ads served through Chocolate are VAST compliant. The platform provides publishers with ease of integration, industry leading eCPMs and the power to sell the inventory in a programmatic manner. The platform is integrated with leading demand partners, analytics providers like Metamarkets and measurement partners like Nielsen (mobile OCR) and comScore vCE to assure a transparent, safe, scalable advertising experience for brands and their agencies.

Some key metrics for Chocolate Marketplace are:

  • 62% Mobile Web,38%Mobile App;

  • 64% Android,36% iOS*;

  • 145% better average eCPMs compared to other mobile programmatic marketplaces*

*Data sourced for Oct 1- Oct 20, 2014, from Chocolate Marketplace

Chocolate also allows leading brands to auto-play video ads on mobile web pages and apps, adjacent to content, on virtually any smartphone, without disrupting the user’s web-browsing experience.

This keeps users on the page without annoying distractions and increases video reach and measurability. The platform also has an automated, self-learning process so that advertisers who bid for publisher inventory are shown only the relevant inventory based on past wins/historical data. A feature that is aims to saves time and money for advertisers and optimizes the oftentimes confusing programmatic process.

Chocolate will soon be launched across Europe and Asia-Pacific (APAC) to expand and support Vdopia’s customer base in those geographic regions. Currently, Vdopia’s clients include Coca-Cola, Walt Disney, McDonald’s, Intel, Microsoft, Ford and hundreds of other leading global brands.

“Our goals are very simple,” said Bhatia. “We want to build further on Chocolate features and extend its programmatic functionality across all of our clients on supply and demand side.”

Bhatia was excited to share that the company also has some major partnerships and strong product lineup in the pipeline. He feels that this upcoming holiday seasons happens to be strongest for Vdopia in terms of their product offerings.

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