• by David Goetzl  @dgoetzl, June 14, 2010

TidalTV, which looks to help advertisers serve addressable ads in real-time, has inked a deal with Adap.tv to acquire inventory sold via that company's marketplace for online video.

TidalTV, in turn, can then use its technology on behalf of clients to deliver pre-roll ads, looking to offer advertisers greater targeting. Adap.tv said its "real-time bidding (RTB) interface" will serve as a platform for TidalTV to acquire online video real estate.

Scott Ferber, TidalTV CEO, said in a statement that Adap.tv offers "quality inventory that can be leveraged on behalf" of marketers to "deliver optimal campaign performance."

Adap.tv President Toby Gabriner stated that RTB is aimed at creating an online video exchange that is "transparent, efficient and profitable."

Adap.tv also operates onesource, a multifacted ad-serving platform for online video. Among the privately held company's backers are Spark Capital and Gemini Israel Funds.

TidalTV's Ferber was behind Advertising.com and his company is also venture capital-backed by the likes of a Comcast arm and Valhalla Partners.

Adap.tv recently said it would provide bidders in its system with data from eXelate, allowing them better targeting for their purchases.

A Nielsen report released Friday shows Americans are watching more online video, with 134.5 million doing so in the January-March period this year, up from 131.1 million in the same period in 2009.