videology acquires lucidmedia, a digital management platform for display and rich media
New Partnership Allows Full Funnel Marketing and Media Mix Modeling Solution
Responds to Marketers’ Increasing Demand for Cross-Platform, Multi-Format Integrated Ad Solutions
New York, October 2, 2012— Videology—a market-leading digital advertising platform and solutions provider specializing in video—today announced that it has acquired LucidMedia, a digital advertising management platform specializing in display and rich media campaigns. This acquisition expands Videology’s capabilities, offering advertisers and agencies seamless, addressable targeting across video, display and rich media, as well as optimal media mix modeling capabilities within a single platform.
LucidMedia—a Reston, Virginia-based tech company—currently provides targeting and optimization services for display and rich media campaigns with an emphasis on direct response advertisers. LucidMedia will continue to offer these services to clients under the LucidMedia brand. In addition, its technology will be fully incorporated into Videology’s demand-side platform which currently focuses primarily on video campaigns across PC, Mobile and Connected TV.
“The demand from advertisers and agencies for more consolidated advertising technology solutions across both devices and formats is increasing rapidly,” said Scott Ferber, Chairman and CEO of Videology. “LucidMedia’s technology perfectly complements our current capabilities in the video space. This integration will allow us to jumpstart our cross-device display business and seamlessly expand our offering, while allowing our scientists and engineers to continue to focus on developing better, smarter solutions for the evolving addressable advertising ecosystem in terms of targeting, measurement and monetization.”
This announcement follows Videology’s acquisition of Collider Media in June, 2012, which extended the company’s ability to offer cross-device advertising solutions for advertisers, as well as cross-device data management and monetization solutions for publishers.
“Our new partnership with Videology allows us to incorporate our expertise in the display and mobile arena into a more comprehensive, full funnel advertising solution,” said Ajay Sravanapudi, President and CEO of LucidMedia. “The opportunities for brand marketers using multi-format, sequential targeting and media mix modeling are massive, and we look forward to working with Videology to break new ground in these areas.”
Videology (videologygroup.com) is a device-agnostic advertising technology that works across all screens to connect brands with consumers. Videology achieves this through mathematically-driven data analyses that allow it to target precise consumer segments—at scale—by demographics, psychographics, and behavioral segments. This precise targeting permits advertisers to extract increased value from every media impression, and allows publishers to monetize their content investment more effectively.
Videology, Inc., is a privately-held, venture-backed company, whose investors include NEA, Valhalla Partners and Comcast Ventures. The company is headquartered in Baltimore, MD, with key offices in New York, Austin and London, and sales teams across North America.