In essence, Vidible provides a way for the publisher to measure the quality of the domains in their partner distribution networks. Conversely, it gives buyers reassurance they’re engaging with people, not bots.
Although IDG hasn’t begun to import video from other publishers, “it’s in our near-term plan,” said Longo. “Vidible was a natural choice for us because of the outstanding technology and for the marketplace they create for the distribution of quality video, like ours.”
Vidible says it’s a “complement” to video ad networks and exchanges like Tremor, Yume and BrightRoll/Yahoo, which focus on the monetization piece, while its platform emphasizes content. Mahlman said Vidible acts as a Getty Images for video where publishers get unique access to logins where they can search and discover video content. Vidible says it charges a transaction-based fee rather than operating a network-based model.
Platforms like Matomy are more or less buy-side partners and can access the Vidible marketplace to unlock new video content, input their own ads and work with publishers directly to shore up new inventory.
“We’ve got quite a few of those guys in our system because advertisers are not OK with 300x250 anymore below the fold. It has to be supported by video content,” Mahlman said. “We want to be the enabler for those guys.”
Mahlman, who formerly served as chief revenue officer for demand-side platform Turn and ad network BlueLithium, co-founded Vidible in 2007 and raised $3.35 million in Series A funding last January.
Vidible works with more than 90 content owners (many of which are YouTube multichannel content networks) and serves 1.3 billion video streams per month across private and open exchanges. The Vidible platform clocks about 3,000 new content uploads each day.