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 …

Ion Television's new original prime-time high-action marine rescue series, "The Guard" will premiere with a two-hour block of back-to-back episodes on Saturday, March 13, at 9. he Guard centers around four members of the Canadian Coast Guard Search and Rescue Team. "The Guard" is produced by Halifax Film and Brightlight Pictures. Ion Television acquired the exclusive U.S. rights to the show from Lionsgate. In addition, the network secured all U.S. television, digital media rights, internet streaming and video-on-demand rights.

Condé Nast is planning Apple iPad versions of popular titles, including GQ, Vanity Fair, Wired magazines. "We look at (iTunes) as a digital newsstand," said Sarah Chubb, president of CondéNet. Pricing is likely to be a key point with publishers as Apple retains 30 per cent of sales, which may seem less attractive to many hoping to establish long-term subscription plans. Condé Nast already offer a number of applications via the Apple iTunes App Store. The latest February edition of GQ costs around $2.00. Condé Nast publishes a number of titles including Vogue, W, Glamour, Allure, Gourmet, Bon Appétit, …

With an estimated 185 million unique viewers over a 17-day period, the Olympic Games provide a special audience microcosm, and one that NBC believes will be particularly useful for measuring new-media consumption habits and trends. NBC touts all the different platforms it is bringing to bear for the Games: broadcast, cable, online, mobile, etc. NBC has hired at least six different market-research firms to help keep tabs on Olympics viewership, including Nielsen Inc., Arbitron Inc. and Integrated Media Measurement Inc. NBC will release a daily "total audience measurement index" or "TAMi" that will tally how many people watched the …

A new Web ad architecture is developing that promises to remake how advertising is bought and sold, borrowing the best of paid search auction systems while going beyond their targeting to allow advertisers to show each ad only to the audience they want. The promise of digital display advertising has always been that it would allow marketers to put the right message in front of the right customers at the right moment. For the most part, it's fallen short. Display is hampered by the fact that it doesn't have a clear intent signal like search. Instead, display advertising has …

Newspapers, the newsweeklies and national evening network news programs have suffered from an inability to keep up with 24-hour cable news networks and the Internet. The general business magazines, the b-to-b press and newspapers have all suffered as both readers and marketers have moved their focus to the always-on digital arena. Time spent online as a percent of overall time spent with media has been going up every year for the last 15 years. With the shift in consumer focus, ad dollars have been transitioning online as well. (While the overall percent of ad dollars online has continued …

Food marketing is likely to get renewed attention in Washington over the coming weeks as government agencies try to figure out a battle plan against childhood obesity. Ad agency lobbyists say they support the initiative, especially if it focuses on exercise and phys ed in schools, and not on restrictions on advertising. President Obama last week signed an executive order mandating the creation of a childhood obesity task force to relieve strain on the health care system. He also gave the task force 90 days to come up with an action plan. The issue also has the attention of …

In the last 10 years, broadcasters have lost 25% of their audience. To combat the loss, broadcasters are going on the offensive. Beginning in April, eight TV stations in Washington, D.C., will broadcast a signal for a new class of devices that can show programming, even in a car at high speed. In all, 30 stations in Atlanta, Chicago, Los Angeles, Seattle and Washington have installed the necessary equipment, at a cost of $75,000 to $150,000. "Younger generations want programming on the go," said Dennis Wharton, a spokesman for the National Association of Broadcasters. "To access TV on a …

Canon Communications is in talks to acquire several trade publications from Reed Business Information U.S. The publications in the deal may include Control Engineering, EDN, Design News, Packaging Digest, Test & Measurement World. The pubs fit with Canon Communications' trade shows, such as Electronics West, PlastecWest and WestPack. Canon also bought three Canadian events in October: PACKEX, a packaging industry event, and Plast-Ex and EXPOPLAST, two plastics industry shows. Reed Business Information U.S., a unit of Reed Elsevier, is divesting its controlled-circulation business publications.

How does MTV CEO Judy McGrath define the MTV brand as it relates to its target consumer and place in the cultural zeitgeist? She says its "always been the forever-young brand, always about the rhythm of being young. Sometimes that means music at the forefront, sometimes that means something pro-social, like the current campaign about digital abuse and coming forward, sometimes it means the cast of "Jersey Shore." Although it just changed its iconic logo, she contends the brand is holding up globally. "We've seen some cultural things like people putting a condom on the V from MTV. …