Snapchat Led the Way With Vertical Video. Will Virool Make It the New Standard?

A look at the programmatic company's new ad unit

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Not so long ago, it was taboo to turn horizontal video on its head, as marketers grappled with doing more for mobile than merely refitting TV spots for smaller screens.

But today, vertical video, once seen as a Snapchat anomaly, is gaining traction and providing publishers and advertisers with perhaps another way to win over the ever-growing mobile audience—with some 163.7 million Americans owning smartphones by the end of this year, per eMarketer.

Virool, a programmatic video distribution company, is planning a vertical video ad unit called Vertical Reveal.

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