SourceKnowledge Joins OpenVV Initiative Founded by TubeMogul, BrightRoll, Innovid, LiveRail and SpotXchange
Contributes to code, implements across SourceKnowledge Exchange
MONTREAL, Sept. 17, 2013 /PRNewswire/ - SourceKnowledge, one of Canada's largest video ad companies, is pleased to announce it has joined the OpenVV initiative, an open-source viewability solution for in-stream video advertising. The technology is specifically designed for measuring ad viewability on publisher sites and can be modified by members of the consortium. The founding belief among OpenVV members is the need to create an industry-wide standard that benefits brands, agencies and publishers alike.
SourceKnowledge proposed modifications to the code shortly after joining the consortium and currently has the OpenVV code deployed across its exchange. It should be noted the Media Rating Council (MRC) and IAB standard on viewability has yet to be released.
"We've deployed the OpenVV code including our custom modifications in beta and we are excited to have already realized efficiencies in the management of our client campaigns," says Stuart MacDougall, CTO of SourceKnowledge. "The inherent value of an open viewability standard is clear to us, and we look forward to continuing to work on the code alongside our colleagues."
"As one of the founders of the OpenVV Initiative, TubeMogul is pleased to see the open source code being applied in real world scenarios by members of OpenVV," said Keith Eadie, VP of Marketing of TubeMogul. "We believe the commitment to video viewability is a critical step in the maturation of the online video advertising industry."
OpenVV is open source technology for measuring video ad viewability, aligned with commonly agreed upon industry standards and exposed to broad technical review. The solution is comprehensive, industry tested, innovative and its capabilities are continually reviewed and expanded by member companies. The solution is released with the most relaxed license available allowing anyone to edit, copy or use the code. OpenVV was founded in May 2013 by TubeMogul, BrightRoll, Innovid, LiveRail and SpotXchange and currently includes 15 additional leading companies from the digital video industry.
TubeMogul is the leading advertising software company for digital branding. The world's largest brands and agencies unify their video advertising on TubeMogul's programmatic platform. By using a single, integrated solution, TubeMogul's clients gain control over their video spend, simplify their workflow and verify the success of their campaigns. Founded in 2006, TubeMogul is based in Emeryville, California with offices across North America, Europe, Asia and Australia.
SourceKnowledge serves video ads on a network of high quality U.S. and Canadian sites as well as mobile and tablet devices. The video network reaches 5.3 million unique visitors in Canada and 20.9 million unique visitors in the United States. SourceKnowledge maintains direct relationships with publishers providing advertisers with quality and scale in a brand-safe environment. SourceKnowledge is a member of IAB Canada and is located in Montreal.