Adap.tv Launches Video Advertising Marketplace

Adap.tv Marketplace Opens with Hundreds of Publishers and Billions of Video Ad Impressions

San Mateo, CA & New York, NY -- Feb.16, 2010 -- Adap.tv, creators of the onesource video ad management platform for publishers, today launched the first video advertising marketplace.

The adap.tv marketplace (atm) is the first to enable marketers, ad agencies, publishers and ad networks to buy and sell in-stream video ads with complete transparency and control. The company is leveraging the success of its onesource platform to open the marketplace with significant scale: as of today buyers can access hundreds of sites and billions of video ad impressions.

Over the past year, online video has become a must-buy for advertisers and a critical revenue source for publishers, since it combines the engagement of TV ads with the precision of online targeting and measurement. However, online video campaign planning and execution has presented challenges for both buyers and sellers, owing to the diversity of platforms and the slow adoption of format standards. By putting advertisers and publishers on a shared technology platform, providing a simple transaction mechanism, and a rich set of controls, the adap.tv marketplace makes it easy and risk-free to buy and sell online video ads.

"We have been partnering with adap.tv since 2007 as part of VivaKi Ventures recognizing that extending data and technology to online video is a logical extension to our approach with Audience on Demand," said Sean Kegelman, Senior Vice President, Partnerships, VivaKi. "We are excited about the continued progress this will enable to extend our addressable audience approach across formats in all screens."

The adap.tv marketplace helps agencies leverage their own data to target audiences with online video ads.

"We are committed to identifying and leveraging the most advanced tools and services that help us to provide the best performance possible for our clients,” said Steve Katelman, Vice President of Publisher Partnerships, Digital, OMG Digital. "By combining data, infrastructure and inventory in an automated way, the adap.tv marketplace empowers agencies to buy and constantly improve the results with deep insight.”

The adap.tv marketplace provides the tools and insights required to make smarter online video ad buying decisions.

“The adap.tv marketplace provides buyers with instant access to ad impressions and true market pricing. Buyers can use the built-in targeting capabilities or leverage their own targeting data with third-party ad serving, making it easy to buy the precise audience they want on the sites they choose,” said Toby Gabriner, President of adap.tv. “Furthermore, information about current market conditions makes it easy to reach the campaign goals the first time, removing friction and anxiety from the media buying process.”

The adap.tv marketplace provides a number of benefits to sellers as well. Publishers can capture the full revenue potential of their online video content through easy access to the highest quality buyers. The atm also keeps publishers in the driver’s seat, providing them fine-grained permissions on the buyers that can bid, and the ads that can run on their sites. As a consequence, publishers can stay in control of their ad sales, while ensuring a high-quality, more relevant viewing experience.

“We need additional methods to monetize our video assets that will augment, not compete with our internal sales team. Adap.tv’s marketplace keeps us in control while providing incremental revenue opportunities,” said Chris Saridakis, Chief Digital Officer at Gannett. “It is a scalable and sophisticated solution that allows quality publishers to safely connect and partner with buyers and data providers.”

Responding to industry demand and insight gained from customers of the onesource ad management platform, the adap.tv marketplace now offers a more efficient and transparent way for ad buyers and sellers to connect. The tool will increase revenue, create more impactful video ads, and provide higher quality viewing experiences.

"In the rapidly growing online video advertising space, our goal is to transform the buying and selling process across all platforms to make it smarter, easier and more effective,” said Amir Ashkenazi, CEO of adap.tv. "This groundbreaking marketplace enables us to deliver sophisticated tools, insights and services that empower ad agencies, marketers, publishers and ad networks to easily connect and partner."

Source: Adap.tv