Media companies today must have confidence that their online video platform can address the ever changing landscape of monetization opportunities across numerous screens and devices.

Brightcove, a global provider of cloud content services, has been investing heavily a strong ecosystem of HTML5 advertising partners, and an open, flexible architecture that makes it simple for partners to integrate with its platform.

Further, the company recently announced the general availability of a comprehensive monetization solution for HTML5 video, including support for VAST-compliant pre-, mid- and post-roll ads, a new HTML5 video player API for dynamically setting and changing ad policies – and HTML5 video plugin support for leading ad servers from FreeWheel, Google (News – Alert), Videoplaza and YuMe.

“We are committed to helping our media customers future-proof their online video advertising initiatives and ensure they can consistently and reliably reach their audiences and generate the most revenue,” Chris Johnston, vice president of digital media solutions at Brightcove, said in a statement.

Challenges face these media firms to ensure their video and advertising works across all devices, operating systems and browsers, along with the flexibility to choose the best ad servers that fit their business and enable them to target advertising in flexible ways. These obstacles have equally created a demand for pre-, mid- and post-roll ad options that work consistently across HTML5 devices and platforms.

With this announcement, the Brightcove Video Cloud online video platform provides ad-supported media companies with a full suite of capabilities required to reliably and consistently maximize the revenue potential of their online video initiatives, across desktops, mobile devices and a diverse community of operating systems and Web browsers.

In related news, Brightcove announced its Chairman and chief executive officer, Jeremy Allaire (News – Alert), and its EVP/CFO, Chris Menard, will present at Raymond James’ 34th Annual Institutional Investors Conference at the JW Marriott Grande Lakes in Orlando.