TidalTV Joins Adap.tv Marketplace to Leverage Real-Time Bidding for Video Advertising

Partnership Introduces More Quality Buyers to the Adap.tv Marketplace

Jun 14, 2010, 09:23 ET from Adap.tv

SAN MATEO, Calif., June 14 /PRNewswire/ -- Adap.tv, creators of the first online video advertising marketplace and the onesource video ad management platform for publishers, announced today a partnership with TidalTV, a leading video advertising, optimization and yield management solutions provider. TidalTV adds to the growing number of high quality buyers in the adap.tv marketplace, and is the first to utilize adap.tv's recently-announced real-time bidding (RTB) interface, an innovative feature that enables buyers to fully leverage targeting and optimization technology to scale their online video campaigns.

By joining the adap.tv marketplace, TidalTV gains access to large volumes of premium video inventory on a platform that provides an unparalleled level of transparency and control. TidalTV works with brand advertisers to deliver demographically targeted video ads using proprietary technology and data aggregated from leading third-party providers. Adap.tv's RTB interface is a first for the online video industry and will enable TidalTV to leverage its proprietary technology to analyze and bid on impressions in real time.

"The adap.tv marketplace is an innovative product that enhances TidalTV's buying capabilities," said Scott Ferber, CEO of TidalTV. "It gives TidalTV access to quality inventory that can be leveraged on behalf of the advertiser to deliver optimal campaign performance."

According to eMarketer, 66.7 percent of U.S. Internet users — 147.5 million people — currently watch online video each month, and this number is projected to reach 77 percent — 193.1 million people — by 2014. Access to RTB capabilities within the adap.tv marketplace helps advertisers successfully leverage this trend and create scalable campaigns. For publishers, it increases the demand for online video inventory in the adap.tv marketplace and introduces them to more quality buyers willing to pay premium CPMs for relevant and targeted campaigns.

"As more partners like TidalTV join our marketplace, the way online video ads are bought and sold becomes more transparent, efficient and profitable," said Toby Gabriner, President of adap.tv. "RTB is one of many key tools that TidalTV can leverage within the adap.tv marketplace that provides scale and a more precise way to buy online video ads."

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/.  

About TidalTV

TidalTV is a video advertising, optimization, and yield management solutions provider. Its AdOSTM technology leverages the power of data and mathematics to guarantee delivery of a brand's message against a target demographic, and enables content creators and publishers to completely monetize audiences across demographic segments.  Currently, TidalTV has deployed its technology for online video and is working to expand its reach to all video delivery platforms.  Chairman & CEO, Scott Ferber pioneered pay-for-performance Internet marketing through superior analytics with Advertising.com, an online advertising network he co-founded in 1998.  With TidalTV, Ferber is applying complex optimization mathematics to the management and delivery of video advertising campaigns, and enabling superior advertiser returns, campaign efficiency and publisher yield. TidalTV is a venture capital backed company; investors include Comcast Interactive Capital, New Enterprise Associates, Valhalla Partners and other private investors. For more information visit: www.tidaltv.com.

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SOURCE Adap.tv