STRATA, YuMe form digital video ad integration

DetailsMichelle Clancy | 24 April 2015

Online video advertising companies STRATA and YuMe have entered into a partnership on digital video brand solutions.

The integration provides media buyers using STRATA's automated buying systems with access to YuMe's digital video inventory, alongside local TV buys.

Arrowhead Advertising ran a pilot programme of the integration on behalf of its client Hyundai. Through the use of multiscreen video as a complement to its local TV campaign, Hyundai was able to target a specific demographic over a fixed period of time (during the company's President's Day sale) in a distinct location (Washington, DC). Through STRATA's integration with YuMe, Arrowhead Advertising was able to obtain a consolidated view of all digital video and traditional TV offerings within the same buying platform.

"STRATA's partnership with YuMe demonstrates our continued commitment to supporting impression-based, targeted buying," said Joy Baer, STRATA president. "As television viewership continues to fragment across screens, STRATA provides its video buyers with easy access to targeted digital video audiences."