Demand Media Taps Joost For Video Advertising Sales And Technology

Video distribution and monetization platform provider Joost, owned by Adconion Media Group since its assets were acquired in November 2009, is today announcing a global sales and technology partnership with online publishing powerhouse Demand Media.

Under the terms of the exclusive agreement, Demand Media will leverage Adconion’s video ad serving platform to deliver all premium video campaigns sold by the former’s sales force.

In addition, (15 sec) pre-roll inventory on Demand Media owned and operated websites, including,, and, will become part of the Joost Video Network (which claims a reach of 67 million unique viewers and some 500 million total streams per month as it is).

As a result of the cross-sales deal, the Joost Video Network will be able to present Demand Media’s worldwide audience to its premium brand partners through audience and vertical channel sales packages. Adconion specially touts its targeting abilities, saying it can target pre-roll ads by demographics (age, gender, etc.), location, various ways of retargeting and behavioral data provided by third parties like BlueKai and others.

Adconion will also – exclusively – provide its video technology platform to power all of Demand Media’s in-stream video advertising needs, including trafficking, optimization, and reporting.

Demand Media claims that, collectively, its seven media brands currently attract more than 82 million unique visitors each month – 61 million people alone visit for ‘how to’ articles and video. The company adds that it currently counts about 150,000 videos in its library.