Undertone Acquires Jambo Media

Undertone Network has acquired the Web video technology and distribution firm Jambo Media. Terms of the deal were not disclosed.

According to Undertone, the under-the-radar Jambo manages a proprietary video player, which it uses to distribute content from companies like the Associated Press on thousands of Web sites reaching 17 million unique users in total.

While Jambo has traditionally managed its ad inventory through multiple ad networks, Undertone plans to handle ad sales going forward. Additionally, Undertone plans to approach its current roster of publishing partners about using Jambo’s network to increase their own video distribution. Advertisers could also use Jambo to syndicate video spots or their own branded content.

“We’re really looking to do what we’ve done in display with video,” said Undertone CEO Michael Cassidy, adding that he sees Jambo as a means for premium publishers to increase their video avails. “We have a lot of clients asking for move video, and this will help there.”