BlueLithium has launched AdRoll, a video streaming ad network with behavioral targeting capabilities for in-stream or in-banner placements, reports DM News. Advertisers can target previous visitors to websites as they travel across other sites in the BlueLithium network of publishers (a process called remarketing).

"It's still relatively expensive to buy video ads, so advertisers want to be sure they're targeting the right people. With remarketing, they only show ads to the people who have been to their site and are familiar with their product," Dakota Sullivan, BlueLithium CMO, is quoted by ClickZ as saying.

AdRoll aggregates video on its network of some 1,200 publisher websites, offering in-stream (pre- and post-roll 15-second units) and in-banner placements (standard leader-board or skyscraper spots), writes ClickZ. BlueLithium offers contextual, demographic and geographic targeting, as well as dayparting on both its display and video ads.

AOL's Advertising.com expects to have a behaviorally targeted video offering this summer, when it integrates its technology with Lightningcast's. Tacoda, Tremor Network and Klipmart teamed up in May to offer behavioral segmentation on video ads.