Tremor Media, a New York-based online video monetization and advertising company, recently acquired streaming ad placement service provider ScanScout for an undisclosed sum. Now, thanks to this SEC filing, we know they spent at least $65 million on the merger.

If the transaction was all stock, that’s the purchase price. If the agreement also included partial payment in cash, that means the purchase price was actually higher that that.

Either way, it’s quite a big bet on Tremor Media’s part – the company’s raised just south of $80 million to date (half of which was secured in April of this year).

According to the filing, nearly $1.9 million of the proceeds was paid to one or more executives or directors of the merged entity.

Update: a spokesperson tells us the filing was actually slightly incorrect. According to him, none of the cash proceeds were actually kept by the directors or executive, but completely reinvested in the company. He also noted that the merger was “by far mostly in stock”.

Digital measurement company comScore recently released online video numbers for November, 2010. The company found that Americans viewed more than 5.4 billion online video ads that month alone. Hulu took the top spot, serving more than 1.1 billion ads.

Second to Hulu was Tremor Media, ahead of Microsoft Sites, Brightroll and AOL.com but a far cry from the leading ad network – the company served 477 million online video ads, and its viewers averaged 7.1 ads per person.

The top video ad network in terms of potential reach of the total U.S. population was … ScanScout, at 44.3 percent.

ScanScout, which was the 6th most popular video ad network according to Comscore will now allow publishers like ABC and others integrate the startup’s pre-roll inventory for Apple devices that are not compatible with Adobe Flash.

ScanScout allows publishers using Ooyala, Brightcove and others to enable HTML5 pre-rollsand monetize their videos. And ScanScout aims to be a one-stop-shop to monetize videos in both Flash and HTML5 formats. Video ad networks Break Media and MeFeedia have also boarded the HTML5 train but ScanScout is the first of the purely 3rd party networks to enable HTML5 for their advertisers and publishers across the web. ScanScout just raised $8.5 million in funding last fall.

ScanScout, a Boston startup oft described as providing “AdSense for video”, will announce this morning that it has received a strategic investment from Time Warner.

The size of Time Warner’s investment has not been disclosed. However, CEO Doug McFarland claims that many of the benefits for ScanScout will come from the connections and opportunities created by its partnership with Time Warner, aside from the financial gains.

We covered ScanScout back in May. The two-year-old company’s software displays contextual in-video advertisements that are determined by three factors: surrounding page information, audio patterns in video, and imagery patterns in video. ScanScout’s software analyzes and weighs all three sources of information to determine which advertisements are most appropriate for a given online video.

With its investment, Time Warner joins First Round Capital, Angel Investment Partners, and General Catalyst Partners. ScanScout also announces today the formation of its board of directors, which includes representatives from First Round Capital, General Catalyst Partners, Time Warner, and Digitas.

McFarland cites YuMe and AdapTV as ScanScout’s most direct competitors.

Cambridge, MA based ScanScout joins the fray. Founded 2 years ago, ScanScout launched recently and has followed up with an announcement of $7million Series A funding in a round led by General Catalyst Partners.

At first look, ScanScout’s video advertising product looks identical to what Google is testing with YouTube. Text ads are overlaid on the video and open video-on-video advertisements or external sites.

We don’t know a lot about the tech behind Google’s offering. I noted in my post covering the subject last week that the sample YouTube advertisements lacked context. ScanScout on the other hand has no question mark on the issue.

ScanScout technology scans each video and determines content, with ads delivered contextually to match each scene. Think of it as an Adsense for video because it’s exactly how it works, but on scenes as opposed to pages.

I’m yet to be convinced that text based overlays are the future of online video advertising. ScanScout argues that pre-roll and post-roll are regarded as dead by many because they “leverage an old paradigm that essentially ignores the consumer”, and yet this optional form of advertising can easily be ignored itself.

If in-video text advertising is indeed the future of online video advertising, contextual delivery is essential and ScanScout provides a product that delivers exactly that.