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Receptiv launches the first mobile Web video ad format designed for user experience standards

Formerly known as MediaBrix, the mobile marketing specialist Receptiv decided about a year ago to focus entirely on video ads built into the application. Previously, its lineup also included in-app ads and rich media ads.

The New York-based company is now turning to the mobile Web, recently launching a new video ad format that it says is the first to specifically conform to the LEAN (Light, Encrypted, Ad Choice- supported and Noninvasive Advertising Standards) and the initial standards of the Coalition for Better Ads.

Called Reveal, the new format is released: Video ads that are not in the stream like pre-roll ads, are not interstitials and remain at the top of the screen.

[Read the full article on MarTech Today.]

About the author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.