Visible Measures, the third-party media measurement firm for online video advertisers and publishers, today debuted a new video ad network dubbed Viewable Media, and separately announced that it has hired video advertising industry veteran Steven T.A. Carter to become general manager of the new business unit.
Viewable Media enables advertisers to purchase user-initiated views in social video, which Visible Measures says makes it the only video ad network with the capability to both drive and measure such views and ‘Earned Media’. The idea is to let advertisers target audiences that actually choose to watch and share their video ads, as opposed to delivering pre-roll advertising units and whatnot.
Viewable Media is powered by the company’s tracking platform and Viral Reach Database, the analytics video system that fuels the Ad Age Viral Video Chart and the Variety Top 10 Online Film Trailers Chart, among others.
Visible Measures has recruited Steven T.A. Carter, formerly of rival Tremor Media, ScanScout, and Specific Media, to serve as General Manager of Viewable Media.
Viewable Media’s day-to-day ad operations will be led by Eddie Murphy, formerly General Manager of the Eons BOOM Media Ad Network, who previously managed ad operations for Lycos and Wired.com.
Visible Measures also recently announced that Chris Harris, formerly Director of Engineering, Video Platform Team at Yahoo had joined the company as VP of Engineering.
The company has raised close to $30 million in venture capital to date.