BrandAds
A platform that measures the effectiveness of video advertising across media vendors and channels.
| Date | Investors | Amount | Round |
|---|---|---|---|
| N/A | €0.0 | round | |
N/A | Acquisition | ||
| Total Funding | 000k | ||
BrandAds emerged in 2011 as a specialized online video analytics firm based in Emeryville, California. The company was established by Avi Brown, who took on the role of CEO, alongside co-founders Ryan Pamplin and Kandi Onwuama. Brown's prior experience at the native advertising company Sharethrough and his familiarity with the frustrations of inadequate digital video ad measurement heavily shaped the vision for BrandAds. The founding team aimed to address a clear market need for increased transparency and real-time, unbiased data in the growing sphere of video advertising.
The company's core business centered on providing advertisers with a comprehensive platform to measure the performance of their online video campaigns. Its flagship product, BrandAds Bridge, launched in September 2013 after two years of development. This tool offered a unified dashboard that aggregated over 30 distinct performance metrics, moving beyond simple clicks and completion rates. Key metrics included traditional measures like Gross Rating Point (GRP), alongside digital-first analytics such as viewability, time spent, brand lift by demographic, social lift, and social sentiment. This allowed clients to adjust creative elements and reallocate media spend mid-campaign based on real-time feedback. The business model was CPM-based, charging clients a fee for impressions measured.
BrandAds distinguished itself by providing a holistic, third-party view of video ad analytics, aiming to be a single, unbiased solution for advertisers who were otherwise using multiple, platform-specific tools. Its technology used a direct audience measurement approach, periodically presenting users with brief surveys instead of ads to gather statistically significant consumer data, a method based on academic political polling techniques. After a seed funding round of an undisclosed amount in October 2011, the company operated until its strategic acquisition by Extreme Reach in May 2014. Following the acquisition, the BrandAds name was retired, and its technology was integrated into Extreme Reach's platform as "Real-Time Video Advertising Intelligence."
Keywords: video ad analytics, BrandAds, Avi Brown, Ryan Pamplin, Extreme Reach acquisition, BrandAds Bridge, ad measurement platform, online video advertising, advertising metrics, viewability metrics, brand lift analysis, social sentiment analysis, real-time ad analytics, ad tech, digital advertising data, campaign performance, GRP measurement, Emeryville startup