• by Gavin O'Malley  @mp_gavin, January 26, 2010

Adap.tv, creators of OneSource, a platform to help publishers better monetize their online video content, on Tuesday is expected to name Toby Gabriner as its new president.

Gabriner comes from Tribal Fusion -- Exponential Interactive's online ad network and rep firm -- where he served as president for just over a year.

Amir Ashkenazi, co-founder and CEO of Adap.tv, said Gabriner's industry relationships were of key importance, adding: "Toby will be a key figure in guiding Adap.tv's market positioning for our core offerings and expansion into new markets."

At San Mateo, Calif.-based Atap.tv, Gabriner will be responsible for managing the company's business development, sales, account management and marketing groups.

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.

Prior to Tribal Fusion, Gabriner was CEO of Adzilla. He has held executive leadership positions as the CEO of [x+1], a marketing optimization and media company, and president of Freestyle Interactive, an interactive advertising agency acquired by Carat Interactive in 2003. Gabriner served as COO before taking on the role of president of Carat Fusion, where he managed the interactive division of Carat in the U.S. market, including five offices, 275 employees and clients including Adidas, Kodak, Pfizer, Philips and RadioShack.

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.

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