Vidible has raised $3.35M in Series A funding led by Greycroft, according to an article released last Friday on Techrunch. Vidible is a programmatic video content exchange with a complete SaaS platform for video management to syndication and analytics. Vidible aims to deliver professional quality video content to the right context or audience at a transparent price in real time across all devices.
According to the article, President of Vidible Tim Mahlman wants to improve the “archaic” methods of syndicating videos and give more control and transparency to buyers and sellers. Vidible’s solve is a platform that allows buyers to search for different kinds of videos, while the content creators have control over where their videos get played, with both sides having access to analytics.
The video advertising business has seen a big surge in the last year. The continued growth in video consumption has led to an increase in demand from advertisers and agencies for more video impressions. Two of the big five adtech IPOs of last year were Tremor Video and YuMe, both specializing in video advertising. The content creation side hasn’t been any slower. One of Yahoo’s biggest deals last year was picking up Katie Couric in an attempt to show viewers and advertisers that they are focused on producing original and premium video content.
Greycroft’s John Elton thinks that Vidible is taking advantage of this recent growth. “I think it’s a new medium,” the article quoted Elton as saying, “There are people that do it very well, that are looking for more distribution, and there are publishers looking for content that’s appropriate for their site.” Elton also finds Vidible’s emphasis on monetization attractive. Vidible’s current setup has the content buyer pay a set rate based on impressions, then they can either run their own ads with the videos or run ads from one of Vidible’s network partners.
Until recently Vidible has been focused on R&D, but with this new round of funding it’s clear they will start to build out their business arm and client portfolio.