thePlatform has increased its collection of integrated partners for serving the online video market by adding 24/7 Real Media, Microsoft's AdManager, DoubleClick In-Stream, Tremor Media, Kiptronic and LiveRail to its list.

More than 50 companies participate in thePlatform Framework, the company's partner program, which spans the entire ecosystem of online video, including advertising campaign management systems, ad sales networks, content delivery networks, content protection, media formats, transcoding engines, payment processors, syndication outlets and video search, according to the company.

Companies participating in thePlatform Framework within the area of advertising and monetization – prior to the new additions – included, BlackArrow, DoubleClick (DART), Lightningcast, Panache, PayPal, ScanScout and SpotXchange.

With the addition of the six new technologies, thePlatform said that it now offers the industry's largest set of advertising capabilities for online video.

"Media companies are demanding more choices and enhanced capabilities to support their advertising efforts in online video," said Ian Blaine, CEO of thePlatform. "As part of the open, video management system that we provide, customers want the ability to work with the best-in-class solutions providers in a seamless way. With the addition of leading solutions like 24/7 Real Media, Microsoft's AdManager, DoubleClick In-Stream, Tremor Media, Kiptronic and LiveRail, we now offer the largest set of advertising choices for online video in order to meet the diverse needs of media companies of all sizes."

24/7 Real Media empowers advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Microsoft's AdManager provides custom statistical dashboards, expanded custom reporting capabilities and unique visitor statistics, as well as an intuitive user interface.

"Microsoft understands that ad revenue and inventory management are critical to online video publishers, and we are continuing to expand our world class online video advertising capabilities to keep ahead of customer demands," said Geoffrey Coco, senior product manager of video for Advertiser and Publisher Solutions at Microsoft. “By combining the capabilities of Microsoft's AdManager and the video management expertise of thePlatform, Microsoft offers a compelling and comprehensive solution to our customers."

thePlatform's integration with DoubleClick In-Stream helps video content owners dynamically insert ads into video playlists and measure ad viewing behavior. Tremor Media’s Acudeo allows publishers to schedule and dynamically deliver in-stream video and overlay ads from multiple ad sources through their existing ad server. Kiptronic's Media Service Platform dynamically inserts video and audio ads into digital media for consumption on any device and application. And LiveRail’s next-generation advertising technologies make it simple to manage, target, optimize and track online video advertising.

Additional companies will join thePlatform's partner program in the coming months, the company said.

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