Parent Category:NESW | 18-09-2013
Showing the global potential on online video advertising, has made significant upgrades to its core video ad technology platform and opened a new HQ in Japan.
Formerly called the Platform, the new Pathway will form the company’s basis to process impressions for buyers and sellers. It is designed to deliver high quality, safe, scalable video ad transactions between buyers and sellers across all screens. The company has also launched upgraded versions of its buyer and seller tools which are claimed to be tailored to meet the unique needs of buyers and sellers and provide a single intuitive interface in which advertisers and publishers can accomplish their business goals and deliver outstanding results.
At the heart of the new solution will be Audience Path which will enable advertisers to leverage audience segments, reach audiences across devices, optimised to meet campaign objectives and access actionable insights. Another element, Demand Path, connects publishers to advertising demand, so they can forecast demand for inventory, optimise what and when to sell across channels, realise campaign yield and gain performance insights.
“With so many viewing choices for consumers today, how do buyers and sellers stay ahead? The world of multi-screen advertising is complicated; buyers and sellers each need unique solutions to realise the true value of media as it continues to proliferate across screens,” said Toby Gabriner, president of “Pathway represents our commitment to simple, safe, future-proof solutions that are device, channel and media agnostic.”
Outlining the rationale for its expansion in Japan, says that online video viewership in the country, like in other global markets, has increased markedly over the past few years with the advent of smartphones, tablets and other connected devices. Indeed it cites ComScore research showing that Japan had more than 60 million unique video viewers in December 2012, with the average viewer spending 26% more time watching online video than the year before.
“Our approach is to invest strategically in high-opportunity global markets, and the establishment of our presence in Japan is a key part of our growth strategy,” Gabriner added. “Having a regional presence…enables us to further scale within the region and introduce sophisticated video advertising technology to a fast-developing market.”’s Japan operations will be led by Hisashige “Qz” Hashimoto. Explaining how he will lead his team to capitalise on the growth in IP-delivered video content in his country he said: “ is one of the most forward-thinking businesses in the online video ad industry and continues to build out the teams and technologies needed to capitalise on the global opportunity of online video…“Japan is a burgeoning online video market, one that holds yet-untapped potential for video advertising. I am eager to lead’s Japan operations in helping marketers accomplish their brand goals in the region.”