• by Tyler Loechner  @mp_tyler, November 18, 2014

Coull, a UK-based video ad network, on Wednesday announced a partnership with PubMatic to create a private marketplace for in-video overlay advertising. The announcement comes less than a month after PubMatic tapped Coull for new supply.

Coull claims over six billion video views across 180 markets occur in its network each month. Through the new private marketplace, advertisers will be able to programmatically trade in-video overlay ads on Coull’s inventory.

The in-video overlay ads allow advertisers to serve an ad on top of video content. For instance, the above example shows a link to purchase bikes appearing inside of a video about biking.

“We’re excited about the level of demand for Coull’s overlay inventory,” a PubMatic representative stated. “It’s a unique way to connect brands with video viewers and switch on a new revenue stream for media companies.”

The majority (75%) of brand advertisers are now using programmatic, with spend expected to continue growing, according to a recent survey from Chango. Most (75%) brand advertisers believe that ad tech will be applied to buys outside of display in the near future. The Coull-PubMatic partnership and private marketplace are representative of programmatic’s expansion into new ad formats.