Adap.tv Unveils Industry's First Real-Time Bidding System for Video Advertising

SAN MATEO, Calif., May 4 /PRNewswire/ -- Adap.tv, creators of the first online video advertising marketplace and the onesource video ad management platform for publishers, announced today the addition of a real-time bidding (RTB) interface to the adap.tv marketplace. The introduction of RTB opens up a powerful new way for online video publishers to work with advertisers and dramatically increase their revenue opportunities.

RTB is a key technology in a new breed of online advertising tools that are increasing ad effectiveness for advertisers and driving higher revenue for publishers. "One of the challenges facing online video advertising has been that publishers and buyers haven't been able to reap the rewards of sophisticated targeting and bidding tools," said Teg Grenager, Founder and VP of Product at adap.tv. "By offering RTB, the adap.tv marketplace is providing the missing link."  

Recently the industry has seen a major shift in the online advertising budgets of major brand advertisers toward RTB-enabled channels, which has prompted several ad networks and demand-side platforms (DSPs) to join the adap.tv marketplace. "Marketers want to engage audiences across multiple online channels, and online video advertising is an increasingly important part of the mix. Adap.tv's new RTB capabilities, coupled with [x+1]'s real-time targeting resources, will give advertisers a powerful combination for both brand-building and ramped-up conversion rates," said John Nardone, CEO at [x+1], the leading multi-touchpoint DSP.

For online video publishers, the addition of RTB to the marketplace provides access to a new channel of buyers, campaigns, and revenue, while maintaining control over the sale and pricing of their valued inventory. "We have found the adap.tv marketplace to be a valuable source of ad technology and revenue," said Larry Weitzman, Chief Content Officer at CineSport LLC, "and by using RTB we're gaining access to new premium buyers and many more campaigns, with the same level of controls we've come to expect from adap.tv."

Buyers are also excited about the availability of RTB for online video. "By providing a real-time bidding interface to a large online video audience, adap.tv is innovating and creating a lot of potential value for our clients," said Sean Kegelman, SVP, Partnerships and Ventures at VivaKi. "This allows VivaKi to expand our Audience on Demand Platform and apply our targeting and optimization tools to online video."

About adap.tv

Adap.tv develops video advertising trading, serving and management technology that makes video more profitable and less painful. It is the way video advertising works. The adap.tv marketplace (atm) is the industry's first online video advertising marketplace. atm connects advertisers, agencies, publishers and ad networks with a robust marketplace to make smart buying and selling decisions in real time. adap.tv is also the creator of onesource, the online video ad-serving platform that empowers publishers to succeed in online video. A complete end-to-end solution, onesource helps publishers increase advertising revenue, grow streams, make the right business decisions, and simplify every aspect of ad operations.  Based in San Mateo, CA with a sales office in New York, the company is privately held and is backed by Spark Capital, Redpoint Ventures and the Gemini Israel Funds. For more information please visit http://adap.tv/.  

SOURCE Adap.tv