The Rising Tide Co-Op is the technology partnership initiated by VivaKi, in order to activate the ASq ad format in the market place. VivaKi relies on Panache for publisher-side enablement as they make the market for new video ad formats.
VivaKi and The Rising Tide Co-Op's industry-wide initiative will help standardize a pipeline for digital video advertising spend, enabling scalable innovation as the industry identifies optimal ad experiences for Internet-distributed video content.
The Rising Tide Co-Op includes Panache, VivaKi, Tidal TV, Visible Measures and Vindico.
"Panache is an integral member of this group due to its publisher-facing role in the Co-Op, facilitating publisher adoption of the ASq." Tracey Scheppach,
VivaKi Director of Innovation
The Flagship Format: ASq
The ASq format launch is the result of VivaKi’s year-long research initiative, The Pool, which focused on identifying the online video ad formats that were most engaging for consumers.
The ASq format empowers the viewer with choice to facilitate a better consumer experience. It embraces the unique interactivity of the web combined with the benefits of traditional TV advertising.
The ASq is similar to today’s online video standard, the Pre-Roll, with one major difference: the slate. The slate is a billboard that appears in the video player, with a prompt for the viewer to select an ad from one of three advertisers. If the viewer selects a preferred advertiser within 15 seconds, the chosen ad runs prior to content. If no choice is made, a default ad runs.
In the background, the ASq works hard to provide the optimized outcome for the publisher, advertiser, and viewer. The ASq uses back-end algorithms to quickly deliver a relevant slate in real-time to the viewer, with the goal generating better results for advertisers. In addition, advertisers will receive robust third-party tracking data on the ASq performance, including impressions, quartile view-through, click-through, choose rates and more.
