PubMatic, which provides more than 4,000 online publishers with real-time ad optimization, today announced AdFlex, the first entirely transparent campaign fulfillment service designed to provide ad networks with publisher inventory in a flexible way. Open to all ad networks, AdFlex allows on-demand fulfillment for both repeated and single campaigns from certified inventory provided by online publishers using PubMatic’s ad optimization platform.

The AdFlex fulfillment service is built for ad networks to instantly deliver inventory based on specific targeting requirements such as contextual, geographic, demographic, frequency, or user re-targeting. AdFlex is a transparent service that gives networks insight into the exact web site inventory they are purchasing to quickly and efficiently fulfill campaigns for advertisers. It does not require membership or investment, giving ad networks the flexibility to access highly targeted inventory in various amounts for both repeated and single use campaigns. Ad networks can access inventory in a matter of minutes.

”Getting instant access to the right web site inventory at the right time is critical to our success and our advertising clients’ success. In addition to our own network of publishers, we need instant access to flexible inventory that meets the needs of our advertisers,” said Ajay Sravanapudi, Founder, President, and CEO of Lucid Media. “PubMatic’s AdFlex service gives us the ability to quickly scale up and scale down ad campaigns on demand, without having to manage hundreds of new publisher relationships.”

AdFlex is integrated into PubMatic’s ad optimization platform, which is used by online publishers to automatically find the highest paying ads across hundreds of ad networks, and optimize how ads are displayed in real-time.

“PubMatic developed AdFlex to meet the growing demand from ad networks to secure large scale inventory from a very specific set of publishers based on the requirements of individual advertisers,” said Rajeev Goel, Co-Founder and President of PubMatic. “AdFlex is a natural extension of how we already serve ad networks, delivering certified, high-value inventory from the wide array of publishers we work with, resulting in increased revenue for both publishers and networks alike.”

Powered by Advertising Intelligence (AI), PubMatic uses over 50 targeting parameters to optimize every ad impression in real time, enabling over 90% of its publisher customers to dramatically improve overall revenue. The company works with a publisher’s existing ad strategy and connects them to hundreds of ad networks while making it simple to manage them through one consolidated revenue dashboard.

Flixwagon, a provider of high-quality live video broadcasting from mobile phones to the Web and TV, announced the launch of its telco-grade platform targeting mobile carriers and media organizations. The field proven, scalable and flexible platform provides an end-to-end solution to rapidly deploy customized live video broadcasting services to any Web-connected device and to TV.

Mobile carriers can now offer their subscribers the power of broadcasting live video from their mobile phones to the Web. This capability allows carriers to create new revenue streams and substantially increase customer satisfaction and loyalty. With Flixwagon, subscribers can stream high quality live video from mobile devices to their family, friends, and business associates instantly—all within one click on their phone. Users can broadcast directly to blogs, social networks, widgets, and leading video sites, and interact with their viewers via the mobile application.

With the Flixwagon platform, media and news organizations can provide journalists and entertainers with the power and immediacy of live high-quality video broadcasting capabilities from mobile phones to TV broadcasts, Websites, or blogs from any location around the world. Flixwagon can easily combine live video feeds from hundreds of thousands of contributors, enabling these organizations to also capitalize on citizen journalism and user-generated content. The user experience can be fully customized to fit the customers’ existing Web, TV, or mobile properties via the Flixwagon API.

“Flixwagon’s ability to deploy high-quality video broadcasting capabilities with scale, flexibility, and very short time-to-market are among the key success factors to the projects we work on together,” said Michael Scogin, vice-president wireless, MTV. “With Flixwagon, MTV has been able to take blogging and real-time video reporting to a whole new level in events such as the ‘Choose or Lose’ campaigns and ‘Jonas Brothers: Live & Mobile.’”

“Flixwagon’s customers enjoy tremendous opportunities in harnessing live mobile video broadcasting. Whether in allowing carriers to offer new products or media companies to create brand new types of cost-effective content offerings – Flixwagon is changing how customers utilize video,” said Eran Hess, CEO, Flixwagon. “Mobile video is growing rapidly around the globe and Flixwagon is excited to provide a user-friendly and business-ready mobile broadcasting platform.”

Veoh, the second largest online video destination next to YouTube, announced this morning the launch of a new behavioral targeting system that allows marketers to connect with Veoh viewers based on their video viewing passions and interests. The new system, which is currently in beta, combines video consumption, searching, browsing and community activity data from Veoh’s more than 28 million viewers to deliver branded ads and content to viewers across multiple lifestyle and interest categories.

“With more than a billion video views every quarter, Veoh is in the unique position to observe viewer behaviors and patterns across various forms and sources of content at an unprecedented scale,” said Steve Mitgang, Chief Executive Officer, Veoh Networks. “By helping marketers connect with their target consumers – no matter what type or length of video they’re watching – Veoh is unlocking the tremendous opportunity in Internet video advertising.”

Veoh’s unique targeting capability provides marketers an effective way to reach audiences across the full breadth of video content available on the Web — from network TV shows to made-for-web series to popular independently-produced video. For example, if an advertiser wishes to target tech and gaming buffs in a video-rich environment, Veoh can deliver that audience both when they’re watching related videos and when they’re watching other types of programming on Veoh. Similarly, if a brand wishes to reach people who watch a particular show, Veoh’s new system can deliver that company’s ads or branded entertainment to fans of that show across all forms and lengths of content on Veoh.

“Audiences – in addition to content – are becoming increasingly important to our clients as they consider advertising in video-rich environments,” said Christine Peterson, VP and NY Media Director, Carat. “We’re very pleased to see that Veoh recognizes this and is providing brands with the behavioral targeting capabilities and insights needed to succeed in the online video space.”

Initially, Veoh’s new system targets ads and branded content to more than nine interest-based audience segments, and the company can build custom audience categories around an advertiser’s specific marketing objectives. Following the beta period, Veoh plans to enhance the system to identify additional audience segments and introduce performance improvements that will help provide even more customized offerings to advertisers. Tests of the new targeting system conducted on Veoh in advance of the beta launch yielded performance lifts of more than 2 times higher than standard ads on Veoh.

On average, Veoh viewers consume more than 100 minutes of video per month on Veoh and spend 44% of their time on Veoh during traditional primetime television viewing hours. The company streamed more than 52 million hours of video in June. It’s nice to see that the tens of millions in dollars of funding is going to help monetize their traffic.