YuMe Delivers Ads for You Media

“Our network is going to bring real order to the current state of chaos in online video advertising,” so says Jayant Kadambi, co–founder and CEO of YuMe Networks.

Launching today, YuMe Networks is a new advertising network for broadband video, offering advertisers the ability to target messaging to any online video content just as they do today with keyword placements. YuMe introduces new technology to ensure content is brand appropriate and can be delivered to any device – from PC to portable.

The YuMe launch is yet another signal of the growing importance of consumer generated media (CGM) and peer-to-peer networks.  Some estimates show that more than half of all Internet traffic is driven by P2P sharing of consumer-made content.  The subject demographic, the 15 to 25-year old producer/user, is of course the sweet spot of the Bubble Generation.

Naturally, a lot of you media is dicey stuff.  YuMe claims to utilize "video sensor technology" to scour online video content, and then categorizes the video into customizable channels like Auto, Finance, Entertainment and Family Friendly. Advertisers can select the customized video channels that most closely match the brands, products and messaging in their advertising creative.

The tricky part here, of course, is that dropping ads into CGM is a sensitive business.  If not handled carefully, respectfully, a brand can easily affront and alienate the audience it intended to win over.  It's a practice a lot like polishing hand-grenades. 

YuMe Networks is a privately held company backed by Khosla Ventures, Accel Partners and BV Capital.