Open Book Video partners with Lotame for audience data platform

Share this article:

Open Book Video, a digital video ad network, launched August 23 after partnering with marketing technology company Lotame last week to provide publishers and advertisers with access to its audience data platform.

Terms of the deal were undisclosed.

Matt Prohaska, CEO of Open Book Video, said the company plans to roll out custom ad units in a few weeks, which publishers and advertisers can use to bring more interactivity to a 15- or 30-second spot. The ads will allow the viewer to take action more directly than by clicking on a video to visit another page, or seeing the ad and considering later action.

“[Consumers] are able to immediately go to the next step if they want to and stay within the website or keep the content going, with limited interruption,” he said. “This is the promise for direct marketers in video.”

Lotame operates an analytics platform called “Crowd Control,” which collects and interprets publisher data to make audience planning easier for clients.

Prohaska added that Open Book Video wanted to partner with a company that supports online tracking, while also respecting a customer's privacy. He said the company picked Lotame because of its qualifications in this area.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.

Ecstatic Over Programmatic

Ecstatic Over Programmatic

Ads purchased programmatically will double this year to $10 billion, and then again to $20 billion in 2016, a new study forecasts.