Targeting Launch for Video Ad Network

US video ad network BrightRoll has launched an audience analysis and behavioral targeting program, to help brands connect with their consumers by providing insight into their niche audiences.

The firm says this will help advertisers use audience demographics such as age, gender and ethnicity, alongside online behavioral data including interests, hobbies and purchase intent, in order to match ads with viewers online.

Data has been provided by behavioral targeting firm eXelate, which collects personally identifiable information such as personal name, company name and e-mail address, but does not match this cookie-based data with other data to identify users.

'Prior to our offering, video ad networks always lacked the inventory quality, reach or data necessary to target viewers at scale,' states co-founder and CEO Tod Sacerdoti. 'We've combined our sites and proprietary units with audience information, and it's a potent combination.'

BrightRoll and eXelate say the services are compliant with the IAB's Self-Regulatory Principles for Online Behavioral Advertising.

Web sites: www.brightroll.com and www.exelate.com .