More Autoplay Ads Are Coming to Mobile, but That Could Be a Good Thing
Ad tech companies, Virool and Rubicon Project have partnered on taking mobile video advertising into the programmatic arena. Virool's InLine video promos, which automatically play between paragraphs of copy as readers scroll through articles, can now be purchased via Rubicon's real-time bidding platform. This partnership should increase the amount of mobile inventory available, especially, as it will make in-article videos viewable on iPhone's for the first time.
Ad-tech companies Virool and Rubicon Project today are taking their nascent mobile video advertising partnership into the programmatic arena. Chiefly, Virool's InLine video promos, which automatically play between paragraphs of copy as readers scroll through articles, can now be purchased via Rubicon's real-time bidding platform.

Brand marketers like Turkish Airlines and agencies such as Dentsu Aegis Canada will be buying the inventory thanks to the joint venture, according to a Virool rep, while publishers such as USA Today's sports blog For the Win, or FTW, will ultimately be the sellers.