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.
