VivaKi networks chose BBE's VINDICO Group as its preferred video analytics provider. According to a BBE spokesperson, this is the first deal of its kind.
So what? Two things. One, VivaKi includes some pretty big players in the digital ad space: Mediavest, Digitas, Razorfish and more. Two, this is a strong signal that video ad measurement standards are still a tangle. Earlier this year, TechCrunch placed "lack of definitions and standards" atop the list of 12 Surprising Things Holding Back Online Video Advertising.
VivaKi's top concerns addressed by the deal? "Single-source serving and tracking, and single-surce data and measurment," said BBE.
The VivaKi-BBE arrangement seems like an end run around waiting for industry-wide standards to take hold, and may the first in a string of such deals.
Deals like this should help agencies do a better job of demonstrating online video advertising performance and, ultimately, drive more spending.
