Mediabrix shifts to programmatic, rebrands as Receptiv

The in-app video advertising platform is focusing on combating brand safety and ad fraud with its new features.

Mobile in-app video ad tech platform MediaBrix has a new name, Receptiv. Along with the new moniker, it has introduced a new suite of programmatic video solutions to go along with it, as well as a new first-party data management platform, Motiv and a number of new hires.

The rebrand comes after what the company has declared a highly successful 2016, which was its first profitable year. The company saw profitability three out of four quarters during the year, a first in its six-year history, and saw an expansion of its Canadian outpost, adding key clients such as Kraft, Kellogs, Scotiabank and General Mills. On April 3, Alyea Henderson, VP of sales with Toronto’s TotallyHer Media, will begin her role as Receptiv’s first executive director for Canada.

In terms of new product offerings, the company has retooled its entire suite for the programmatic market, all available within Canada. Its new programmatic platform, dubbed the Receptiv Video Marketplace, will offer verified app inventory across more than 500 apps.

CEO Ari Brandt told MiC the company’s main priorities with new products are both transparency and brand safety, which have been hot topics of conversation in the advertising world as of late.

The company has partnered with Integrated Ad Science and Moat for third-party measurement and also conducts its own measurement. The company is also in the process of completing certification with the Trust and Accountability Group (TAG), and has gathered a list of fraudulent IP addresses which will be blocked from measurement.

He added that rather than buying inventory off an exchange, the supply comes direct-to-developer from a software development kit, which Brandt says is hugely in demand and assures vetting and extensive measurement.

He said it also helps to weed out potentially problematic content from a brand safety perspective.

Brian Fields, VP for Canada with Receptiv, said the need for high-quality, brand-safe inventory is more important than ever in the Canadian and global market — especially given the number of advertisers who have pulled their ads from Youtube due to the potential of showing up on offensive videos.

“We’ve come up with a way to integrate brands into the app environment, which is a great, new way to reach consumers, but we’ve done so in a way where they don’t have to worry about external factors affecting their campaigns,” he said.

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