Tout launches programmatic video content exchange
Michelle Clancy
| 30 August 2014
Online video network Tout has announced the public launch of its programmatic video content exchange.

The exchange taps into Tout's video data-annotation technology, originally developed at the Stanford Research Institute (SRI International) to establish contextual matches between text-based news articles across the Web and relevant video that covers the same topic or story. The Tout platform analyses hundreds of thousands of articles across its publisher partner ecosystem, and once a match is established, the technology dynamically inserts a video embed into the body of the article.

Media brands across news, sports, entertainment and lifestyle pump videos daily into the Tout video content exchange. Publishers in turn have the ability to either manually or programmatically embed the videos into their websites and earn a revenue share from the advertisements that run against the video views generated.

"As the Web becomes a more video-centric medium, there is an unnecessarily large disparity between the video-rich and the video-poor in terms of publishers," said Tout founder/CEO Michael Downing. "The Tout platform reduces this disparity by programmatically inserting the highest quality video into articles across news, sports, entertainment and lifestyle at an unprecedented scale regardless of the size of the publisher. The ease and efficiency of matching and rendering contextual videos in articles will drive an unparalleled level of high engagement, in-article video supply and revenue."

Publishers who sign on to the Tout video content exchange will have video sourced either from their own in-house video contributors or from the broader content exchange's media brand partners. Publishers implement the dynamic video embed via a simple process, retain complete editorial control and can customise the programmatic engine to prioritise or merchandise specific content. More than 500 leading media brands participate in the Tout content exchange, including The Wall Street Journal, People Magazine, Sports Illustrated, CBS, Reuters, and The Weather Channel. inShare0