By Sahil Patel
News video distributor NDN, consistently one of comScore’s top five monthly video properties in the US, is now using Google’s ad-serving platform DoubleClick for Publishers.
“DoubleClick for Publishers is improving NDN’s value delivery across multiple platforms, including mobile and tablet,” says NDN COO Eric Orme. “The tight integration it has with DoubleClick’s Ad Exchange Service accelerates our yield, optimizing each impression served.”
Among the services provided by DoubleClick, the server allows NDN to forecast available inventory for specific dates, based on various targeting criteria. Reporting tools include the ability to assess metrics like impressions served, completion rates, clicks, and click-through rates.
More than anything else, while this decision allows NDN to move all of its ad-serving through one solution, it’s a nice win for DoubleClick. As mentioned above, NDN is a major property in the online video space (albeit one you until recently might not have been familiar with). The company manages video distribution and monetization for content providers like AP, Bloomberg, E! Online, and Fox Sports. Its syndication network includes publishers like AP, New York Daily News, and the Los Angeles Times. Based on comScore numbers, NDN reaches more than 49 million unique viewers per month.