Adways is a European AdTech company that specializes in non-standard video ad formats.
History
2022: Acquisition by Weborama
Weborama on February 11, 2022 announced the acquisition of the Adways advertising platform. This will allow you to develop the direction of contextual targeting, including in video content, with a deep understanding of the context and the use of innovative video advertising formats.
The key products of the company are Nonlinear Instream advertising formats, in which the placement of creativity occurs simultaneously with the playback of the main video, without interrupting its broadcast. These formats include Inkroll - an interactive widget inside video content, Skinroll display and Skinroll video - an interactive panel with images and video on the player's outline.
Given the approaching abolition of 3rd party cookies, Weborama relies on the development of the direction of contextual targeting, having launched GoldenFish in 2021, a targeting tool based on a deep analysis of the text of web pages. Through the acquisition of the Adways advertising platform, the company plans to strengthen its own contextual placement capabilities in video ads.
{{quote 'author = said Angela Fedorchenko, CEO of Weborama. |
Investing in Adways, Weborama opens new horizons for the development of its own products based on Semantic AI technologies. In 2022, Russian advertisers will be able to test an improved solution for contextual targeting GoldenFish InVideo with the ability to launch native targeted advertising inside video content,}}
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