Dailymotion Plots US Video Expansion, Courts Demand Partners

DamienPBefore Yahoo bought video exchange BrightRoll, it had eyes for Dailymotion, a French video-sharing site that amasses more than 2.5 billion video views a month.

Although that’s nowhere near the size and scope of YouTube, which gets 4 billion views a day at last count, some speculated Dailymotion would have been Yahoo’s YouTube had French officials not disrupted its plan to buy a majority stake in the streaming video site in 2013.

Since then, Dailymotion had been relatively mum about its US-based partnerships – until Monday, when it revealed a strategic partnership with video buy-side platform TubeMogul.

Through the agreement, TubeMogul gets a first look at new inventory as well as access to interest-based segments built with Dailymotion’s data-management platform powered by Krux. It consists of audience data across Dailymotion.com and third-party sites that embed its player.

“Since we operate our own player, we’re not only able to offer them unique targeting options based on things like content parameters [duration of views] but also unique audience segments we’re able to populate around interactions with our player on and off our website,” Damien Pigasse, chief revenue officer for Dailymotion, told AdExchanger.

Dailymotion last fall launched the private exchange Dailymotion Exchange (DMX) to facilitate private transactions using LiveRail’s exchange technology. Some of DMX’s premium publisher partners include National Geographic Channel, Paramount, Reuters and Warner Music.

“We’ve also built an ad tech stack on top of [their RTB platform] to be able to manage our advertising experience we’re offering to users across different screens,” Pigasse added. He noted Dailymotion deploys a second-price auction model and last ORTB (optimal real-time bidding) protocol to foster more holistic yield management.

Strategic partnerships like TubeMogul allow full access to all Dailymotion inventory, as well as socio-demographic first-party data and contextual targeting reaching 250 million monthly unique viewers across mobile, desktop and connected TVs.

“We’ve had a longstanding relationship with Dailymotion and they’re one of our largest international suppliers with a large footprint across the EU, Asia, US and other parts of the world,” said Jay Prasad, VP of global business development for TubeMogul.

Deepening relationships with agency trading desks and US-based demand partners for private exchanges and direct deals “could represent some incremental benefit to Dailymotion,” according to Brian Wieser, senior analyst at Pivotal Research Group, although it’s important to note many of the trading desks and DSPs access Google’s AdX or Rubicon inventory as well.

“Our goal is really to be able to offer to our advertisers the ability to buy Dailymotion audience in real time,” Pigasse said.

In addition to exchange-based partnerships, Dailymotion has steadily forged new content syndication agreements and flirted with original content development in the United States, such as a five-episode series called “Feedback Kitchen” that featured celebrity chef Mario Batali and a slew of musicians.

Originally the series aired on Dailymotion’s owned-and-operated site, but the company noted syndication opportunities offsite on MSN, Yahoo, Roku and others.

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