Video ad-serving company Adap.tv has launched an online video ad exchange--adap.tv marketplace (atm)--that will allow marketers, ad agencies, publishers and ad networks to buy and sell in-stream video ads, helping to simplify the convoluted world of online video advertising. Adap.tv says atm gives buyers access to hundreds of websites and billions of video ad impressions.
"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."
Gannet, Demand Media, OMG Digital and Vivaki are among Adap.tv's early adopters, and the company says its also attracting interest from a number of local television stations. The three-year-old company is the first to try an online video ad exchange, but a number of others are on the horizon as buyers look to push money into online video advertising.
- see this release
- see this AdAge article