Tremor Video to develop in-stream privacy compliance solution


Tremor Video, the independent online video technology
company, is developing a first of its kind in-stream privacy compliance
solution for behaviorally targeted video advertising.


The implementation marks the first time the ad choices
consumer notification icon has been applied to in-stream video within the
player. This is the launching point of an industry-wide leadership initiative
for digital video advertising privacy.


The icon will be incorporated into all of Tremor Video’s
targeted video ads as part of its commitment to the online advertising
industry’s self-regulatory privacy program, which is being managed by the
Digital Advertising Alliance (DAA).


The video solution
will be available in September to all Tremor Video advertisers, as well as
publishers that use the company’s proprietary Acudeo video ad monetization
platform. Tremor Video will share the learnings from this endeavor to inform
the future efforts of the DAA and Internet Advertising Bureau (IAB) for video
privacy programs.


Tremor Video currently employs the Advertising Option
Icon and Ad Choices” text in some of its interest-based in-banner
advertisements, designed to provide consumers a better understanding and
greater control over customized ads that they receive.


The company expects the icon will appear in 100 percent
of the behaviorally targeted video in-banner campaigns it serves by the third
quarter of 2011. The DAA has developed standards for digital display
advertising, which Tremor Video has translated into in-banner video, but no
such standard exists for streaming video.


We take privacy very seriously, and we want consumers to
feel comfortable with the ads they see,” said Jason Krebs, SVP and chief media
officer, Tremor Video.


Tremor Video is proud to be at the forefront of
protecting consumer privacy and leading the way toward video advertising
transparency. The ultimate goal is to give consumers relevant advertising that
becomes part of the information and entertainment experience. We are also happy
to take the first step for the industry that benefits all parties,” Krebs


Tremor Video is the
industry leader in targeted video advertising, and its technology platforms
help advertisers match their ads to the most relevant consumers.


As reported in Ad Age, Tremor Video is the first company
to offer the Advertising Option Icon within in-stream video ads.


Tremor video is the first and only to offer in-stream
brand protection, determining brand-safe environments for all in-stream content
within Tremor Video’s network.


The first and only to offer a cost-per engagement (CPE)
in-stream video pricing model for pre-roll, meaning advertisers only pay when
consumers engage with an ad.


The first and only to offer premium site placement
controls that let advertisers approve a site list and only run the ads within
that list.


Standard banners are static images with little
interactivity, as opposed to video, which offers a wealth of consumer
engagement opportunities,” said Ragu Kamakshisundaram, director of Product Management,
Tremor Video.


Rather than wait for a standard, we’re building our
self-regulation solution to ensure our ads are in line with privacy
compliance,” Ragu added.


For the benefit of consumers and the entire video
advertising industry, use and behavior of the icon will align with the
initiatives currently endorsed by the DAA and in use for display ad units.


The icon will appear within the video player on top
of ad units and will link to a page where consumers can learn more about
targeted online advertising, including how to opt-out of receiving
interest-based advertising from Tremor Video. In addition to hosting its own
opt-out functionality, Tremor Video also participates in the DAA’s consumer
choice opt-out page.


By Team
[email protected]