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Brightroll Adds Mobile Audience Targeting

David Murphy

[caption id="attachment_43397" align="alignleft" width="162"]Brightroll Spending on mobile video advertising is increasing sharply[/caption]

Programmatic video advertising platform Brightroll has added mobile audience targeting to its offering, using data from BlueKai. More third-party data partners will be announced in the coming months.

The BlueKai integration gives Brightroll advertisers access to a marketplace of 70m unique iOS and Android mobile users and more than 20,000 data categories.

Data from BlueKai, as well as all future mobile targeting partners, will be integrated into the BrightRoll platform via the company’s API. Mobile audience targeting will be fully integrated into Brightroll’s programmatic buying console, enabling advertisers to manage their desktop and mobile video campaigns in one place.

As consumers shift their video viewing habits to the ‘small screen’, brands are racing to reach those mobile audiences with relevant, targeted video advertising. In 2013, advertisers increased spending on mobile video advertising by 167 per cent, according to eMarketer, and will further increase spending by 81 per cent more in 2014.

“BrightRoll is committed to continually advancing our leading-edge programmatic video advertising platform to meet the needs of the world’s largest brands and advertisers, and mobile is clearly the fastest-growing segment of video advertising,” said Christopher Amen-Kroeger, SVP of engineering at BrightRoll. “With new mobile audience targeting capabilities built into the BrightRoll platform, advertisers can now reach relevant audiences at scale on both desktop and mobile devices – managing multiple campaigns, optimising creatives on the fly, and measuring campaign impact from one unified, programmatic platform.”