Advertising in downloadable content has finally caught up with ads served online.
Eidos Interactive will premiere YuMe's technology. The entertainment software company plans to promote its upcoming video and PC game Lara Croft Tomb Raider: Anniversary in selected video files provided by the G4 cable television network and distributed online through the BitTorrent Entertainment Network.
"We are excited to bring advertisers a solution that enables them to insert dynamic, targeted, and customizable campaigns in content downloaded from online destinations such as BitTorrent to any device -- PC, mobile, IPTV, and more," said Jayant Kadambi, CEO and co-founder of YuMe Networks, in a statement.
In addition to making money by putting ads into downloaded content, YuMe thinks its ability to inject different ads into a single piece of content gives it an edge over competitors. This allows ads to be targeted to ZIP code, for example, or by content, thereby allowing advertisers to, say, avoid placing mascara commercials in content viewed mostly by men.
YuMe also enhances the ability of advertisers to gather viewer interaction data. Rather than tracking ad "click-throughs," the company monitors what it calls "view-throughs" to determine how many people viewed an ad and whether they clicked on it. The company claims, perhaps overoptimistically, that "view-throughs" are "likely to become the new performance metric used to determine how an advertiser pays a publisher for online video advertising." Presumably, "view-throughs" only measure viewing when done on an Internet-connected device.