Online Video Gets Ad Exchange

Ad exchanges are coming to the more complex and fractured world of online video divided between premium inventory -- music videos, entertainment, and semi-pro, user-generated clips. Adap.tv, a 3-year-old Silicon Valley video ad-serving company, has opened the first online video ad exchange. Gannett, Demand Media and dozens of local TV stations are trying it out, as well as Publicis Groupe's Vivaki and Omnicom Group's OMG Digital.

But Adap.tv won't be alone: As more sites outsource their video ad serving and adopt standards from the Online Advertising Bureau, online video ad exchanges promise to become more commonplace. They service the vast low end of the market where news, semi-professional and amateur video has been difficult for publishers to monetize. It also gives agencies the opportunity to buy video audiences in near real-time without dealing with multiple publishers or ad networks.

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