The Ebuzzing name is to be absorbed by the Teads brand following a merger between the two companies earlier this year.
The video advertising firms merged in March and the rebrand signals the combined companies’ strategic focus on the programmatic market going forward. Teads will now offer both in-stream and out-stream video ads for clients.
Jeremy Arditi, UK MD and SVP international sales at Teads, told The Drum: “It’s really a reflection of the fact that the business has grown very significantly around the video advertising format we have.
“The other reason we’ve decided to shorten our name and really focus on the Teads side is that the digital video market is moving increasingly towards programmatic buying and Teads operates a video SSP solution.”
The company works with publishing brands such as the Financial Times, the Telegraph, the Guardian, Forbes, Reuters and Washington Post, and according to Arditi publishers are becoming more open to programmatic as a trading method.
“We’re talking to an increasing number of publishers particularly on the video side because they have a limited amount of inventory so feel more comfortable opening up programmatically,” he said. “It also allows their sales teams to focus on highly integrated, highly native offerings and when it comes to more standardised things they can sell those more programmatically.”
Pierre Chappaz, executive chairman of Teads, said the company’s out-stream ad technology – which places video ads as pop ups within editorial and which allow users to choose whether or not to interact with them – was a “game changer” for the firm.
“We’re on a mission to reinvent online video advertising,” he said. “Our outstream technology is a game changer, allowing premium publishers who place our ad formats inside their existing editorial content to offer brand new and massive premium advertising inventory which simply did not exist at all before.”