Rubicon Project Expands Premium Mobile Video Supply With Virool’s InLine Format

Mobile video advertising platform, Virool, and ad tech giant Rubicon Project have extended their deal to deliver Virool’s InLine mobile video ad format globally. The format, sold on a viewable impression basis, is available exclusively through Rubicon Project.

InLine embeds dynamically within content on the mobile web on iOS and Android devices. Ads auto-play on mute when the video area is viewable. Users can opt to play sound and the video dissolves back into the page on completion or stops when the user scrolls it out of view.

“Until now, video advertising on much of the mobile web has been limited to full-screen takeovers,” said Joe Prusz, Head of Mobile, Rubicon Project. “Our extended alliance with Virool brings significant new, premium mobile video inventory to the market, enabling greater monetization opportunities for sellers and deeper, more impactful opportunities for brands to reach and engage consumers.”

Here’s a screenshot example of InLine from the Virool site:

InLine is now available globally to sellers and buyers through Rubicon Project’s programmatic platform. Virool will continue its direct publisher selling.

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Ginny Marvin

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.