An ongoing rebrand at Ebuzzing & Teads has seen the announcement of a change in company name, with the former title being dropped.

The pair will be known as simply Teads from this day onwards, marking the latest stage in a merger between the video ad tech providers.

A plan to connect Ebuzzing and Teads was declared back in March of this year. Representatives from both parties came out to highlight the natural links between Ebuzzing’s  technology-driven video ad solutions and Teads’ video ad management supply-side platform (SSP).

It was here that Pierre Chappaz, former CEO of Ebuzzing and now executive chairman of Teads, backed the two companies to grow into a video version of Criteo – considered a leader in the display ad niche.

Teads targets dominance

In one of a range of changes to have taken place following March’s news, Ebuzzing solutions for video analytics, audience targeting and its self-serve technology for media distribution are now only accessible from Teads’ own video ad platform.

Ex-Yahoo Europe director Christophe Parcot has also joined the company as chief operating officer, while a number of Ebuzzing’s senior figures have taken new roles at the new-look enterprise.

Location-wise, it seems Teads and Ebuzzing will stay in the very places they were founded . Both had main offices in France at the time of their merger and there have been no suggestions this will change any time soon.

Plans announced by then Teads CEO and now chief strategy officer, Loic Soubeyrand, in March indicated that doubling the number of research and development staff would be the company’s top priority going forward.

He also announced an intention to go public with a NASDAQ IPO in 2015, and this is still thought to be the case.

Pouncing on growth      

Founded in 2011, the original Teads gained a reputation for tackling online video in a slightly different way through a series of ‘outstream’ formats. Online video ads typically feature within streams that already play content of this nature, hence the focus on pre and mid-roll formats.

Through formats such as the newly announced inRead, Teads claims to have changed the way online video is presented by allowing advertisers to place their content in highly visible areas. These include between slideshow images and between two paragraphs in an article.

Programmatic buying is another big point of focus for the company, whose SSP also enables the purchase of specific video ad space through private or open auctions.  

Online video in general is attracting huge demand from advertisers across the globe and Teads will be hoping to capitalise on the $11.4 billion spent in the channel in 2016. Post-rebrand, the company boasts 300 staff members working across 25 offices worldwide, enabled by projected revenue of $100 million for the end of 2014.