Digital ads company Adknowledge has taken another step towards its goal of handing advertisers a more complete video offering with the acquisition of TriVu Media.

TriVu is Adknowledge’s second acquisition relating to video since March this year, when Giant Media was snapped up as part of the company’s long-term plans for monetising the moving picture.

Adknowledge CEO Ben Legg made his intentions clear about video investment during a recent interview with PerformanceIN, and has continued to build on this strategy with the acquisition of TriVu.

“Most marketers are trying to shift more of their TV ad dollars to digital video advertising but struggle to achieve scale,” said Legg. “TriVu brings an entirely new set of capabilities to our business, and it fits perfectly into our existing video product portfolio.”

TriVu Retains Management

Founders of New York-based TriVu, Paul Calento, Michael Sullivan and Miles Dennison, will remain with the company after its sale. However, more detailed terms of the acquisition were not disclosed.

Speaking about the latest acquisition, Legg believes Adknowledge is the “obvious choice” for brands now that it has video advertising covered on both native channels and YouTube.

“We believe that the ‘big three’ brand-safe, high-volume inventory sources for video advertising in the near future will be native, YouTube and Facebook,” Legg explained.

“Giant Media has the largest native network reach. Our AdParlor platform runs campaigns on Facebook. And the TriVu platform fills the gap that we had on YouTube.”