• by Tyler Loechner  @mp_tyler, April 30, 2015

Yahoo’s BrightRoll, a programmatic video ad platform, on Thursday announced a new suite of tools that is intended to help its clients better measure mobile video ad campaigns.

“Mobile advertising has experienced impressive growth, but the majority of marketers are still uncertain about how to execute and verify the effectiveness of their mobile video campaigns,” stated Tod Sacerdoti, CEO and founder, BrightRoll.

“Mobile has always been an important area of focus for us, and we are doubling-down on our efforts to give advertisers the ability to measure performance across the breadth of devices to better understand their target audiences and effectively spend marketing dollars,” he added. 

Included in the new tools is the integration of Nielsen Digital Ad Ratings (formerly Nielsen OCRs) across its platform. BrightRoll is also updating its mobile video platform to include MRAID Video support -- a new industry standard via the IAB. MRAID Video allows in-app interactive video ads to be traded.

Additionally, Yahoo is placing it’s App Publishing in-app inventory on the BrightRoll marketplace. The company claims this adds inventory from over 10,000 apps to the marketplace.