SeenThis & Vudoo team up to power shoppable video ads

SeenThis has partnered with Vudoo in a deal that combines video distribution with commerce-enabled advertising formats for campaigns on the open web.

The partnership gives agencies, brands and publishers access to Vudoo's shoppable ad units through SeenThis' video delivery product. The integration is designed to fit into existing workflows and deploy through standard advertising channels.

SeenThis works with publishers and advertisers running video campaigns beyond the major platforms. Its system uses adaptive streaming to manage how video files are delivered in browser environments, aiming to improve delivery efficiency and viewing quality across devices and connection conditions.

Vudoo develops ad formats that build commerce functions into the creative. Viewers can browse products, add items to a basket and complete a transaction inside an ad unit. Each interaction can generate intent signals that advertisers can use to inform later media and creative decisions.

The partnership layers Vudoo's commerce functions on top of SeenThis' distribution technology. It targets brands looking to link video attention more directly to purchase behaviour across the open internet, where measurement and conversion paths are often less direct than on closed platforms.

How the ads work

The aim is to turn standard video impressions into shoppable placements. The ad experience keeps users inside the unit for browsing and checkout, reducing the steps between viewing an ad and making a purchase compared with formats that require a click-out to a retailer site.

The combined offer spans display, video and connected TV. This aligns with a wider industry push to bring commerce functions to more screen types, including living-room environments where brands have increased video spend but have had fewer direct-response options.

SeenThis and Vudoo said the result creates a more direct path from attention to transaction. They also pointed to measurement and attribution as key drivers, as brands seek clearer links between media investment and sales.

Rollout plan

The partnership will launch first in the United States, with Japan, Australia and Europe to follow. Timing will depend on local market readiness.

For Vudoo, the agreement supports a broader expansion outside its home market. The company pointed to recent momentum in North America through Corus Entertainment Inc, a media group with broadcast and digital operations.

SeenThis operates internationally and says it has delivered billions of video streams since it was founded in 2017. It also says it has worked with more than 5,000 brands in more than 50 countries.

Commerce-enabled advertising is drawing more attention as retailers and brands look for alternatives to third-party cookie-based targeting and as social platforms tighten control over measurement. Shoppable formats and commerce media tools are also gaining traction as brands try to shorten the gap between discovery and purchase, particularly in categories where consideration cycles are short.

The open web remains a large but fragmented market for video and performance activity. Publishers can offer reach and context, but campaigns may face challenges around standardisation, user experience and reliable measurement across sites and devices. As a result, ad tech companies increasingly bundle delivery, format and measurement into a single offering to drive adoption.

Jesper Benon, CEO and Co-Founder of SeenThis, said:

"Partnering with Vudoo allows us to turn engaging video into direct commerce. Consumers can purchase products instantly within the ad, creating a performance-driven channel that delivers measurable results for brands."

Nick Morgan, Founder and CEO of Vudoo, said:

"SeenThis has set the benchmark for how digital content should be delivered: instant, adaptive and efficient. Combined with Vudoo's commerce-enabled formats, advertisers can now build campaigns that both inspire and convert. It's the next evolution of brandformance, where brands no longer need to choose between creativity and results."

Paul Blackburn, Chief Growth Officer of Vudoo, said:

"This partnership strengthens the infrastructure behind commerce media, and is designed to make digital media more accountable. SeenThis optimises the delivery layer; Vudoo provides the commerce layer and closes the loop between attention and action. Together, we give advertisers a cleaner, more measurable way to invest across the open internet."