Video advertising server BrightRoll is launching BrightRoll Exchange, its new ad network. It will be a self-serving platform, with a familiar ad exchange interface for clients, and a wide selection of content and distribution options for publishers.

BrighRoll Exchange (BRX) is combining scalability with a simplistic toolkit, addressing multiple aspects of the growing video ad spectrum. After receiving $10 million in Series C funding and reporting a profit earlier this year, BrightRoll is able to boast a hefty portion of the online video ad market. BrightRoll has even managed to exceed Hulu in terms of its reach.

Introducing BRX to its services is a way to bring scalability to video advertising needs. Some of its new features:

* Inventory—With thousands of targetable URLs aggregated from video sites, video players, mediation layers and ad servers, advertisers have the broadest reach possible for video ad campaigns
* Audience Targeting—BRX’s user level targeting enables advertisers to target using their own data, BRX data or 3rd party data
* Auction Pricing—BRX conducts a dynamic auction for each impression, enabling true market pricing so that advertisers minimize their spend and maximize their return
* Control & Reporting—Provides real-time information on placements, campaign performance and price.

Already tackling specific parameters of markting metrics, BrightRoll has spent recent months launching behavioral targeting methods, among other things. BRX takes things a step further, utilizing its aggregation and distribution tools for providing the large-scale needs of a still-growing market.

Most other companies in this field have simply been unable to provide video ad networks on this scale, with the expanding interchange of datasets playing a prime role in BRX’s very existence. Clients will also be able to port their own data sets for use with the new BrightRoll Exchange, completely customizing their video ads to their needs. The self-service approach provides a platform for playing around with one’s own content and demographic data, making the system more fluid for the rapidly changing field of online marketing.

Such an exchange marketplace is yet another step towards utilizing existing data to create new data sets, areas for analysis and solutions to advertising problems. Targeting consumers has taken on an industry that’s steep in experimentation and turning to data exchanges in search of solutions. The good thing is that companies like BrightRoll are shifting their platform approach towards self-regulated services that enable configurable solutions.

Beyond video ads, several companies are applying similar concepts to data exchange platforms, especially for social media and mobile marketing (Infochimps, for example). These are areas BrightRoll is indirectly involved in, though its main clients are large enough that social media and mobile marketing is inconsequential in the grand scheme of things, as BrightRoll co-founder and CEO Todd Sacerdoti tells me. As Hulu, Google, Apple and others bring opportunities for merging social media and mobile marketing with traditional TV and online ads, BRX will likely become an important resource in these areas as well.