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Exponential Interactive merges divisions

Digital advertising company Exponential Interactive, based in Emeryville, CA, has merged its display, mobile and in-stream advertising divisions. These were formerly known as Tribal Fusion, Firefly Video, Appsnack and Adotube. The combined divisions will now focus on a new proprietary online video advertising format it calls VDX. The format is intended to present the consumer with the same experience whether the ad is viewed on a web page, a mobile device, or as part of a video stream.

"Video is the most powerful vehicle to communicate a brand’s message," said Doug Conely, chief strategy officer at Exponential. "However, when consumers lean forward and choose to engage with a brand's video messaging, it is a much more positive, influential experience than the passive, lean-back experience that is typically associated with forced, non-interactive, one-way TV ads or pre-roll video."

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