Online video distribution and marketing company Rightster has rebranded as Brave Bison.
The company said that the name change would form part of a wider strategy, through which it will transform from being a third-party technology vendor to a social video broadcaster.
The rebrand comes after the return of Ashley MacKenzie as chief executive and the subsequent injection of £10m (€12.7m/$14.4m) in funding in January of this year.
Under MacKenzie’s leadership, the company has switched its focus to capturing advertising spend through its expertise in online video content and audience management.
Operating under the new Brave Bison brand, the company said that it would aim to drive advertising revenue through an increase in high-value brand deals. The company already has partnerships in place with major brands such as Proctor & Gamble and United Airlines.
MacKenzie said: “To maintain competitive advantage in a world that is always changing, the future online video business needs to commercialise audiences by succeeding across the full spectrum of content.”