Virool
Virool is a programmatic video advertising platform for buyers and publishers.
Analyst Perspective
Virool, Inc. was a US-based adtech company focused on programmatic video advertising. Its core offering combined a self-service demand-side buying platform for brands and agencies with publisher monetisation tools for native and outstream video inventory. The company also offered an integrated audience data layer and campaign measurement products to support targeting, reporting and creative optimisation. The business model appears to have relied primarily on advertiser media spend and publisher monetisation economics rather than pure standalone software licensing. Advertisers could launch campaigns with a low minimum spend, while publishers used Virool to monetise inventory through CPM and CPV models. Based on the provided financial data, the company was ultimately acquired by Turgo.
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Key insights about Virool
Category Differentiation
This is an adtech company centred on programmatic video advertising and publisher monetisation, not a consumer video-sharing app or a pure video hosting platform. It is closer to DSP/SSP and native video infrastructure than to general online video publishing tools.
Virool: About
Virool operated a two-sided adtech model. On the demand side, it provided self-service software for advertisers, agencies and media buyers to plan, launch and optimise video campaigns across publisher inventory. On the supply side, it enabled publishers to create and monetise video placements using both Virool demand and third-party demand partners. The company created value by matching advertiser demand with publisher supply, improving targeting with proprietary audience data, and increasing campaign performance through analytics and creative insight tools.
How Virool Works & Monetises
Business model analysis and core revenue streams
Virool primarily monetised through media-spend-driven platform economics. Advertisers paid to run campaigns on CPM and CPV-style models, with a low entry point for self-service usage. On the publisher side, Virool likely retained a take-rate or margin on monetised inventory by aggregating demand and facilitating programmatic and direct video sales. Audience data and analytics products appear to have been bundled into the platform to support spend growth and retention rather than sold as the main standalone revenue line.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Virool)
Virool Just Launched a Programmatic Marketplace for Vertical Video Advertising
Virool, a programmatic video platform based in San Francisco, has created a vertical video marketplace for programmatic ads that lets brands and agencies buy space with publishers using the increasingly popular format.
Read original sourceOutstream Video Faces Trackability Challenges
Outstream video, embedded in article text and playing only when scrolled into view, is increasingly used but faces trackability and discovery hurdles. DSPs and viewability vendors were largely built for pre-roll, creating discrepancies in measuring outstream versus native formats. Teads has launched an accreditation program to educate buyers about the unit’s unique requirements. A core challenge is identifying outstream within exchanges, with inventory sometimes mislabeled or not broken out separately. Exchanges like AppNexus and Rubicon have struck deals with Teads, StickyADS.tv, and Virool, boosting scale as demand grows. Todd Tran of Teads says programmatic demand rose to roughly 30-40% of revenue by year-end, with 75-80% of demand still via Deal ID. Teads defines viewability as when the unit is in-view and playing, not at page load, and pricing debates favor metrics such as viewable-cost-per-completed view. Publishers including Slate, The Washington Post, and The Guardian test outstream formats.
Read original sourcePublishers Take A Cue From Snapchat With Vertical Video, But Will Advertisers Bite?
Publishers are embracing vertical video after Snapchat’s massive view counts, with Hearst Magazines Digital Media rolling out a vertical video unit sold via direct deals. Virool introduced a vertical video format called Vertical Reveal, and Rubicon Project is beginning to deliver it to publishers. The Daily Dot is evaluating Vertical Reveal after previously using outstream in a direct campaign. YouTube and other platforms are adding vertical, full-screen portrait support. Advertisers are increasingly targeting mobile audiences, with publishers viewing higher engagement and potential premium pricing for vertical/outstream formats. Industry momentum is driven by cross-platform applicability and direct-programmatic distribution, as publishers seek scalable ways to monetize mobile video.
Read original sourceVirool: Frequently Asked Questions
What is Virool?
Virool is a programmatic video advertising platform that connected advertisers with publisher inventory and added audience data plus analytics tools.
Who uses Virool?
Its main users were brands, agencies, programmatic media buyers, digital publishers and ad operations teams.
How does Virool make money?
It primarily makes money from advertiser campaign spend and publisher monetisation through CPM, CPV and platform take-rate economics.
Company Facts
- Founded
- 2012
- Headquarters
- 88 Kearny, 21st floor, San Francisco, CA
- Core Segment
- AdTech Vendor
- Company Size
- <10
- Official Link
- virool.com