Video ad management company Auditude and vid platform Dailymotion are partnering in an online video advertising deal that will have Auditude managing Dailymo's catalog of more than 12 million videos.
The deal helps Paris-based Dailymotion monetize its embedded player and support advanced video ad formats at scale. Auditude, in return, gets a big partner Dailymotion, the second-largest video website in the world with 19 localized editions and some 66 million uniques. Auditude has been on a hot streak of late, with video deployments including Comcast, Major League Baseball, MySpace and Yahoo. It also gives Auditude some international cred, as it's opened a London office to work more closely with Dailymotion.
Dailymotion, too, has been active of late, signing a licensing deal with Warner Music Group this week and Peter Gabriel-backed video recommendation service The Filter earlier this month.
The deal should help Daiymo's ad offerings by supporting advanced video ad formats, enhanced content targeting, enabling multi-party demand and sorting out business rules and sales rights with hundreds of content partners.
"We want to make sure our advertisers have the best ad platform to reach our users both on Dailymotion.com and through our embedded player," said Joy Marcus, General Manager of Dailymotion, U.S. "The challenges associated with the monetization of all video content are increasingly complex and partnering with Auditude creates an even stronger offering for advertisers, and new opportunities for revenue growth."
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