• by Tobi Elkin  @tobielkin, September 12, 2016

Video advertising marketplace firm Teads on Monday announced the acquisition of Brainient, a British company that specializes in dynamic creative technologies (DCO) for video and mobile. Financial terms of the deal were not disclosed.

Brainient will be rebranded as Teads Studio and will run as an independent business unit within Teads. Emi Gal, founder and CEO of Brainient will join Teads as CEO of Teads Studio and will relocate to New York.

Brainient’s specialty, interactivity and DCO technologies, aims to match the content of ads in real time to the profile of the user, including socio-demo, geo-location, the screen used, time of the day, weather, and any other types of contextual data. Interactive and dynamic ads are considered more engaging for consumers, reportedly achieving better results for advertisers.

“DCO technologies like Brainient’s allow brands to deliver on the promise to individualize creative for specific user segments, using first- and third-party data. We will offer Teads Studio services for free to all the advertisers that are distributing their campaigns with us,” Pierre Chappaz, Teads executive chairman told  Real-Time Daily via email.

Teads said Brainient has developed a creative studio that allows brands, agencies and publishers to enrich videos with interactive elements and optimize the content to match a user’s profile and preferences.

With this acquisition, Teads will offer integrated access to Brainient to all its marketplace buyers, streamlining the process of creating and delivering interactive video ads at scale for its clients. Teads said YouTube, Facebook, Instagram. and Snapchat don’t support interactive videos across their video ad offerings. The company claimed that other video exchanges are struggling to ensure that interactive video ads created using diverse technology partners can run consistently across devices, screen sizes, and orientation modes without major discrepancies.