• by Gavin O'Malley  @mp_gavin, August 11, 2011

Offering ad buyers more scaling options, video ad company Adap.tv just relaunched its buy-side content-filtering service.

Now available in the Adap.tv Marketplace, the service enables buyers to select the type of video content and player their brands appear on, as well as the exact page placement of their ads.

While ad dollars continue to flood online video, buyers complain that the landscape remains confusing, lacking the technological controls and standards available in other forms of advertising.

"As buyers, we need to know precisely what we're buying, not only to know we're paying an appropriate price, but to assure that we're delivering the quality placements our clients desire," explained Coleman Engellenner, director of advertising for Apollo Interactive.

According to Adap.tv, that's where its buy-side tools come in. "The video advertising industry has a massive opportunity for growth and in order for it to continue to thrive, we need to empower buyers and instill confidence in them," according to Toby Gabriner, president of Adap.tv.

Adap.tv's Marketplace console has a series of filters that select the audiences, formats, players, sources and position in which an ad runs. This system is designed to help advertisers pinpoint who sees their ad and when and where they see it, as well as the type of user experience the ad generates.

The company recently launched Adap.tv for Advertisers, with Interpublic Group's audience-buying platform Cadreon on board as its charter user. The service includes media planning and buying, ad serving and trafficking, performance and optimization. It connects advertisers with thousands of buyers across platforms including the Web, mobile, set-top boxes and Web-connected television sets.

In March, the company closed $20 million in financing led by Bessemer Venture Partners.

Going forward, Adap.tv's greatest challenge remains smart execution on an increasingly larger scale.

In addition to international expansion, San Mateo, Calif.-based Adap.tv plans to further develop its capabilities into mobile and emerging platforms.