Blinkx unifies brands as RhythmOne

Internet media platform provider Blinkx has unified its brand advertising trade entities under a single brand – RhythmOne or 1R – which is says will make it easier to implement and measure integrated, cross-screen campaigns across its audience footprint.

RhythmOne advertisers will be able to reach an expanded, high-quality, target audience through a single access point, according to Blinkx, which said that the unified brand will provide content providers with an expanded distribution and monetisation platform, given 1R’s larger, aggregate supply base.

In the programmatic arena, the debut of RhythmOne includes the introduction of RhythmGuard, a proprietary filtering technology that is designed to eliminate suspicious, underperforming or fraudulent traffic before it enters the advertiser marketplace.

Dan Slivjanovski, chief marketing officer at RhythmOne said, “By combining these entities, we make it easier for advertisers, publishers and content providers to access all of our services, platforms and ad formats through a single, unified offering and brand: RhythmOne. The new brand lets us break down traditional format- or channel-centric silos in how online advertising is bought and sold – shifting the conversation instead to the advertiser’s target audience and campaign KPI. RhythmOne’s purpose is to deliver quality audiences across devices, at scale – using the most appropriate, integrated formats to achieve brand advertising goals.”

S Brian Mukherjee, CEO of RhythmOne, said:  “The unification and rebrand allow our sales teams to better deliver on the promise of quality, cross-screen advertising at scale – and take full advantage of the combined assets of the Company. Through RhythmGuard, 1R also reinforces our commitment to brand safety, and empowers us to evolve the dialogue with our advertisers and offer a complete, integrated solution. RhythmOne underscores our vision to enable consumer access to premium content and, thereby, connect audiences, brands and content across devices at scale.”