Fairfax, Va-based Veenome has been acquired by NYC- based Integral Ad Science, a media valuation platform that enables digital buyers and sellers to assess the value of advertising across various channels. Veenome analyzes videos on web pages and sites for content, brand safety and viewability.
Veenome’s technology indexes online video content at scale, providing advertisers and publishers with video intelligence. This intelligence, pertaining to the overall ‘in stream’ quality of the video content and other quality metrics such as ‘in banner vs. in stream’, audio status, auto-play, location of the player on a page, player size and contextual category, helps buyers and sellers determine the value and quality of the video placement. The offering will compliment Integral’s platform designed to ensure video ads are viewable, fraud-free, in brand safe environments, on contextually relevant sites and geographically targeted within range.
“As brands rapidly embrace video advertising, the quality of video content, which impacts viewer engagement, has never been more important. It is imperative that brands be able to measure and affect better placement of their video advertising,” said Scott Knoll, CEO of Integral Ad Science. “Today’s acquisition of Veenome extends our leadership position, bringing our customers the industry’s most comprehensive video analytics solution, underpinned by cutting-edge technology and the largest, most experienced team to support it.”
“We are excited to join forces with Integral Ad Science, which has a proven track record of delivering game-changing products that drive the industry forward,” said Kevin Lenane, co-founder and CEO of Veenome. “We have spent years building Veenome’s services to be the most advanced at quantifying the quality of video, and our portfolio of products will make for a perfect integration with Integral’s world-class capabilities.”
Illustration by Greg Kihlström