Dailymotion already had a number of video demand-side platform deals in place, including with TubeMogul and a number of trading desks. Vivendi noted Dailymotion’s digital strategy parallels its own expansion efforts in over-the-top content distribution.
The monetization part was a major focus for Dailymotion.
“We are selecting the demand partners we are working with to cover all the advertisers and trading desks needs. … Because [of our] global audience, we are able to integrate really local and specialized DSPs but also global DSPs,” Dailymotion CRO Damien Pigasse explained to AdExchanger in a recent interview. “Our goal is really to be able to offer to our advertisers the ability to buy Dailymotion audience in real time.”
Correction: An earlier version of the story said Dailymotion had close to 3 million video views per month. That figure should read 3 billion, and has been updated.