Huge week for digital video and possibly a game-changing one for brand marketers. AOL scooped up Adap.tv for $405 million. And YuMe went public. Both companies will make dynamic bidding, ad targeting, RTB and yield-management more available to publishers and advertisers. And along with Tremor Video they will make digital video easier to plan and buy for marketers. For the best take on the infrastructure and ramifications of both deals check Jon Xavier on Silicon Valley Business Journal. He says the money will go toward overseas and data expansion. “They plan to bring on more data scientists and engineers to build out its platform to deliver better ad targeting by household, a metric advertisers understand and an apples-to-apples comparison to traditional video advertising,” he says.
Also: Keep a heads up for long-form video downloads. In a recent study, the NPD Group said Apple was by and large the leader for home video downloads. For television shows, iTunes accounted for 67 percent of this market in 2012, and Microsoft’s Xbox video service was a distant second with 14 percent of the market, NPD said. For movies, iTunes had a 65 percent share of the market, with Amazon and Microsoft far behind at 10 percent each, it said.