Baltimore-based
TidalTV, an online marketing firm specializing in online video advertising, optimization and yield management solutions, has signed a deal with
ShortTail Media creating a strategic partnership that mutually leverages the two companies' leading technologies in order to offer online publishers a simple way to bring online video advertising capabilities to their websites with scale and instantaneous monetization opportunities.
Through the collaboration, the companies will cross-market each other's products, providing publishers the option of seamlessly tapping into TidalTV's monetization tools and offering advertisers a unique way to harness the power of high-impact online video ads across premium websites.
By creating an entirely new layer of ad inventory that serves a video ad in front of any type of web page, ShortTail's D:30 Platform is designed to create a more sustainable ad model for websites. The D:30 has been effectively leveraged by marketers in all major brand categories to efficiently extend their existing television/video ad creative online and provide consistent brand messaging. Significantly, any publisher will now be able to meaningfully participate in the video ad marketplace with hundreds of brand advertisers by deploying a simple ad tag.
The companies will be able to offer clients an end-to-end solution by leveraging each other's technologies and expertise. While ShortTail has focused on creating new video ad inventory for publishers, TidalTV has built a state-of-the-art system that enables advertisers to reach their desired audience with highly impactful video ad placements and no waste. TidalTV's technology leverages the power of data and optimal ad decisioning to guarantee delivery of a brand's message against a target demographic.
"We're excited to bring this offering to the advertising and publisher communities," says Scott Ferber, CEO of TidalTV. "It delivers a scalable video advertising solution to the marketplace across high quality content, and by leveraging our optimal ad decisioning technology, TidalTV can ensure that the right ad reaches the right audience -- creating increased effectiveness for branded advertisers and a more relevant ad experience for the consumer."
"One of the reasons I am so excited about this partnership is that while we have focused on different industry segments, our companies share a belief that video must be at the core of online advertising," says David Payne, President & CEO of ShortTail. "By removing the artificial constraints on pre-roll, and opening up the opportunity for publishers without a lot of video views to generate material video revenue, ShortTail is helping redefine what the online ad model can be -- one that is sustainable and elegant without garish skins, flying cars, or pay walls. If it's archaic to believe that TV ads online aren't a better ad model than two-dimensional teeth whitening ads, then call me a dinosaur."
Source: TidalTV
Writer: Walaika Haskins