Adap.tv Adds New Publisher Partners
Adap.tv, creators of OneSource, a platform to help publishers better monetize their online video content, on Monday is expected to announce a slew of new client wins, including Dailymotion, Redlasso, and Videojug.
Using Adap.tv OneSource, online publishers can extend the functionality of display management systems such as DART and Atlas. 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.
Since its initial launch only six months ago, the Adap.tv marketplace has experienced a 90% repeat buy rate, an increase in average campaign budgets of 15 times, and more than 100 daily campaigns bidding on 900 market placements. Other new clients include Blastro, Clipsyndicate, Mindjolt, and Nabbr.
Partly responsible for Adap.tv's success is the evolution of the ad network, according to Henk Van Niekerk, VP at the company. "Ad networks are a continued source of monetization for our publishers' remnant inventory," said Van Niekerk. "Over the past few years, we have built strong relationships with ad networks in our space ... The adap.tv marketplace platform supports more than 75 pre-configured ad networks and the ATO platform provides an open API for adding ad sources as they develop in the industry."
In May, Adap.tv added a real-time bidding interface to its Adap.tv marketplace. The San Mateo, Calif.-based 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.
Meanwhile, addressable ad-serving startup TidalTV tapped Adap.tv last month to buy inventory sold via the company's online video marketplace. In turn, TidalTV is using its technology on behalf of clients to deliver pre-roll ads, looking to offer advertisers greater targeting.
To date, 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.
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.
A report released last month by Nielsen showed that U.S. consumers are watching more online video than ever, with 134.5 million doing so in the January-March period this year -- up from 131.1 million year-over-year.
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