Ad-tech companies Virool and Rubicon Project today are taking their nascent mobile video advertising partnership into the programmatic arena. Chiefly, Virool's InLine video promos, which automatically play between paragraphs of copy as readers scroll through articles, can now be purchased via Rubicon's real-time bidding platform.
Brand marketers like Turkish Airlines and agencies such as Dentsu Aegis Canada will be buying the inventory thanks to the joint venture, according to a Virool rep, while publishers such as USA Today's sports blog For the Win, or FTW, will ultimately be the sellers.
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