Broadband Enterprises has a name so forgettable I didn’t realize how many times people had told me I should pay attention to it. The startup is doing really well but flying under the radar, they said. Last week, I finally talked to BE CEO Matt Wasserlauf, who offered some numbers to legitimize the video ad network’s reputation.

The three-year-old New York City-based company has been profitable for most of its existence, signing high-profile advertisers like Proctor & Gamble and high-profile content providers like NBC (which has since developed its own technology) early on. Its network includes 1800 sites with 45 million total unique visitors per month, according to Wasserlauf. The company also develops its own content and last week held an upfront for its shows, as Steve writes today.

With only 30 employees and no outside capital, the company claims it expects to do $25 million in gross revenue this year, which would put it ahead of other video ad startups we’ve been writing about. Most of them are just getting started with trial or limited distribution deals.

Wasserlauf, who worked at The FeedRoom and CBS.com before starting BE, said the most successful ads are short-form pre-roll commercials. “Five, ten seconds is a great way to convey a message and keep a user engaged,” he said.