Content-distribution network Akamai sold its Advertising Decision Solutions (ADS) business to Mediamath earlier this year. Many assumed the move marked the end of Akamai's involvement in the ad business. Not so.
Soon after it auctioned off its ADS assets, Akamai focused on video ads when it launched its Ad Integration Services in February. Part of the company’s Sola Vision suite, the Ad Integration Services inserts targeted ads from multiple ad-decisioning or ad-network platforms into video streams.
“While Akamai sold our ADS business to Mediamath in January, we continue to help content owners and advertisers deliver online video ads through offerings such as our Ad Integration Services, as it is a natural extension of our content delivery capabilities,” said Akamai spokesperson Chris Nicholson.
Now Akamai may be moving into a new phase of marketing those products. Based on data from Sola Analytics, it published a study today on video ad-viewing patterns. The company analyzed 367 million videos and 257 million ads from more than 3,000 publishers that were viewed by 65 million unique users worldwide.