“One big pain point we hear from customers is when they call up their online video player or content delivery network, everyone just wants to blame [poor video playback] on someone else,” said Jon Dahl, the co-founder of Mux. “Having a neutral party that can objectively say, ‘This is what’s happening with your video and where it’s happening,’ makes it easier to manage other vendors.”
Mux hopes to address another major pain point for video publishers: the consumer migration from desktop to mobile viewing and the changing technical requirements to support HTML5.
Although a lot of that is handled is by the video player itself, Dahl said more publishers are looking for better performance data to do things like A/B test creative according to browser and device type.
Funny or Die’s audience tends to skew young and tech-savvy, so it sees a fairly even split between desktop and mobile video views, but that wasn’t always the case.
“We used to serve different videos to desktop and mobile or Android and Safari when we had a Flash player, which is why we deployed an HTML5 player when we did,” said Jon Gubman, a principal engineer for Funny or Die.
Using a player that’s optimized for HTML5 makes things easier on ad ops, he added, “since they don’t have to [normalize] separate Flash, HTML5 or Android creative for the same pre-roll. We can just use DFP [DoubleClick for Publishers] to serve the same creative to desktop and mobile.”