Virool

The company operated a B2B adtech model centred on programmatic video distribution. On the demand side, it enabled brand marketers, SMEs and agencies to upload video creatives, define targeting segments using an in-house data management platform, and run campaigns across a network of publishers and integrated programmatic channels using a self-service dashboard. On the supply side, it provided outstream, in-article and vertical video units, as well as a vertical video exchange, enabling publishers and programmatic partners to expose video inventory.

Value creation came from aggregating video inventory, providing audience targeting via a proprietary profile base, enforcing viewability and fraud controls, and offering analytics (including emotional engagement metrics) to optimise campaigns. Value capture came primarily from margins or take-rates on media spend flowing through the platform and exchange, plus revenue shares with publishers for monetised impressions. Additional value-add features such as viewability assurance and emotional insights were bundled into campaign delivery rather than sold as stand-alone software licences.

Virool, Inc. was a US-based programmatic video advertising technology company acquired by Turgo in 2017. It provided a self-service platform and programmatic exchange for distributing video adverts across publisher sites, social networks and mobile environments, with a focus on native, outstream and vertical video formats. The platform incorporated its own data management capability, viewability and fraud controls, and analytics, including emotional engagement insights.

The company generated revenue by charging marketers, agencies and programmatic buyers to run targeted video campaigns, typically on a media-spend and take-rate basis, while sharing revenue with publishers supplying inventory. Its customers were brand advertisers, digital and media agencies, demand-side platforms and publisher partners seeking to monetise video inventory, particularly via native and vertical video formats.