Ooyala and YuMe Partner for Turnkey Video Ad Solution
Online video platform Ooyala announced a partnership with video advertising company YuMe this morning that will make adding video advertisements a one-step turnkey option. Ooyala customers with a Professional or Enterprise account now have the option of turning on YuMe ads simply by selecting a dropdown box in their settings. Professional accounts start in the neighborhood of $2,000 per month.
There is no vetting process to make sure the videos are "ad friendly"; the thinking is that publishers with Professional or Enterprise accounts are creating safe and high-level videos. Alex Holub, Ooyala's director of product management, wouldn't say what CPM rate publishers could expect from the advertisements, but said that it was competitive.
For publishers using ads for the first time, said Holub, the YuMe partnership represents an easy one-stop solution. For larger companies with their own ad sales team, it offers an easy way to create revenue from unsold inventory.
Ooyala already integrates with over 25 ad platforms, but this is the first time its customers can turn on ads without having a relationship of their own with the ad network.
Publishers can turn to Ooyala to help monetize their international streams, which might be harder to sell. Holub says that in the future, Ooyala will send video metadata to YuMe, so that the ads are better matched to video content. Targeted ads will lead to higher advertising rates being paid.
This isn't the first time Ooyala and YuMe have partnered. In November, 2009, they announced a partnership to help publishers monetize live video streams.
"The partnership between YuMe and Ooyala has already provided important benefits for our shared customers, and with the explosion of video viewership we wanted to give publishers access to more advertising inventory to easily monetize all of their traffic - independent of where it comes from," said Bismarck Lepe, president of products and co-founder of Ooyala.
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