Online video ad companies preparing IPOs
A handful of online video ad companies are preparing initial public offerings, Bloomberg reported. Companies such as YuMe, Tremor Video and Adap.tv are expected to file to sell their share to the public this year and have already taken steps to do so.
Spokespeople for each company and the banks reported to be advising them all declined comment for Bloomberg's story. The companies have raised more than $230 million from early investors, according to Bloomberg.
The IPO progress comes as other online video ad competitors are trying to improve their offerings. Last week BrightRoll said it will give its advertiser clients audience guarantees through comScore's validated Campaign Essentials product.
By comScore's data, BrightRoll is the largest online ad platform in terms of its reach. It delivers more ads online than the four largest broadcast networks combined, comScore Senior Vice President Serge Matta said in a press release.
The number of advertisers requesting digital audience guarantees has tripled in the last year, said Daryl McNutt, senior vice president of research and marketing at BrightRoll. "Brands are beginning to buy digital video more like traditional TV," he said.
Research: Almost half of viewers watch the entire video ad