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Brightcove ‘Lift’ Gets Fix on Ad Blockers

Taking aim at an issue that could have severe ramifications for the online video industry, cloud video specialist Brightcover has introduced Lift, a platform that the company claims can defeat ad-blockers.

Brightcove said Lift gets the combining server-side ad insertion (SSAI) and its HTML5 player management service, claiming that media companies that are suing it have seen video ads delivered per video start increase by as much as 50%.

Brightcove said it can circumvent ad-blockers by dynamically stitching ads, including mid-roll ads, into content streams in the cloud, noting that it works with ad servers such as DFP, Comcast-owned FreeWheel, SpotX, and LiveRail, which is now part of Facebook.

 Vox Media is  among the known media companies that are using Brightcove  Lift.

“With Brightcove Lift, we've seen significantly improved quality and consistency in the video playback experience across mobile devices which allowed us to re-enable ad delivery,” Vox Media product manager, video Brendan Murphy, said in a release. “Today, Brightcove is powering the majority of Vox Media’s online properties on mobile. Using Brightcove Lift, we are able to deliver a rich mobile ad experience without compromising user experience.”