• by Gavin O'Malley  @mp_gavin, May 4, 2010

Adap.tv, creators of OneSource, a platform to help publishers better monetize their online video content, on Wednesday is expected to announce the addition of a real-time bidding interface to the adap.tv marketplace.

The company considers RTB to be a key technology in a new breed of online advertising tools, which 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."

For online video publishers, the addition of RTB to the marketplace is expected to provides access to a new channel of buyers, campaigns, and revenue, while maintaining control over the sale and pricing of their valued inventory.

Using Adap.tv OneSource, online publishers can extend the functionality of display management systems such as DART and Atlas.

The Adap.tv OneSource video ad-serving solution has no setup fees or integration costs. For publishers that want to sell and manage their own video ads, this may represent a considerable amount of savings over installing a dedicated video ad server.

To date, San Mateo, Calif.-based Adap.tv has raised $23 million in venture capital. Most recently, it closed a $13 million Series B round of funding in late 2008. New investor Spark Capital led the round. Existing investors Redpoint Ventures and Gemini Israel Fund also participated in the round.

The two VC firms pumped $10 million into Adap.tv during a Series A investment round in mid-2007.