Blog Post

Auditude to Power Comcast Online Video Ads

Auditude has scored a deal to manage video advertising for Comcast Interactive Media (s CMCSA). The Palo Alto, Calif.-based company has already taken over ad management for Fancast and Xfinity and will launch on next, followed by other Comcast sites such as Fandango and E!.

The deal is a big get for Auditude, which specializes in “ad decisioning,” as CEO Adam Cahan put it in an interview last week. Basically Auditude balances who owns the rights to make money from a video with what ads are available. Since Comcast pulls from 50 to 60 different content partners, figuring out whose ads to run and who makes what money from them can get extremely complicated.

Cahan said Auditude engaged in a rigorous review alongside competing video ad platforms last year before scoring the Comcast deal. However, he declined to provide any metrics about how the integration is going so far.

Auditude, which has raised $23 million from investors including Redpoint Ventures and Greylock Partners, faces solid competition; for instance, its competitor FreeWheel has a relationship with YouTube, the juggernaut in the online video space. Auditude’s other customers include Major League Baseball’s live video (done in partnership with Yahoo) (s YHOO), MySpace TV (s NWS) and Music and MTV (s VIA.B).

Cahan said that the biggest trend he’s seeing in the market is that video advertising companies are starting to make real revenue, with multiple companies “for the first time ever having double-digit quarters.” He predicted online video advertising, which has long lagged behind online video viewership growth, will reach “significant scale” this year.