• by Laurie Sullivan  @lauriesullivan, August 27, 2010

Adap.tv launched the Brand Impact offering in its marketplace with a variety of tools and partners. The marketplace, built on an open platform, allows for additional partnerships, but it recently rolled out with two tool providers.

While one ensures that ads do not appear near objectionable content, the other provides real-time measurement and optimization analysis.

The integration of Affine Systems' Computer Vision Engine and Vizu's Ad Catalyst into Brand Impact's open platform extends the services adap.tv expects to offer. The partnership with Affine Systems responds to the desire of brand advertisers to protect their good name.

Affine's technology analyzes in-stream video content frame-by-frame and provides ratings based on obscenity, production quality and violence. It prevents campaigns from running alongside harmful content. Through Vizu's Ad Catalyst, adap.tv gives brands access to real-time measurement and optimization for brand advertising campaigns.

"We're bringing efficiencies in pricing and know that the buying community is interested in leveraging online video as a mechanism to do branding," says Toby Gabriner, adap.tv president. "We're focused on delivering an open platform to bring in all the tools advertisers have come to expect when doing brand campaigns online." Ad agencies, marketers, publishers and ad networks can leverage tools within the adap.tv marketplace.

On Friday, comScore released its monthly analysis of U.S. Web activity and the top online properties for July 2010, based on data from the comScore Media Metrix service. BrightRoll Video Network led the July Ad Focus ranking with a potential reach of 96% of Americans online, followed by SpotXchange Video Ad Network, reaching about 93% of consumers. YuMe Video Ad Network climbed four spots to capture the No. 3 spot, with an 89% reach.

An agreement with Lotame, eXelate, TARGUSinfo or other data providers integrates behavioral targeting features into the platform, but the open platform allows other types of data, such as search.

Gabriner says adap.tv is in discussions with several search data providers and should have some announcements within two months.

An API allows adap.tv to pull in data from a numerous sources. The company creates a pull-down menu allowing marketers to select the type of segment, such as in-market auto. The marketer would only bid on the inventory that matches the segment. The same concept supports search data.

Adap.tv's Brand Impact provides five benefits for companies that want to create powerful online video advertising programs: Prevention, Performance, Precision, Proof and Premium Inventory.

The marketplace should help brands tackle problems such as not having the metric to measure the effectiveness of video ads. That lack has placed an emphasis on click-through rates, but the metric doesn't really provide adequate insight. Advertisers are pushing to focus more on reach and frequency, ad effectiveness and brand awareness, as more move TV dollars migrate to online video.

"The data lets advertisers slice and dice the long tail and choose the exact content," says Affine CEO Mike Sullivan. "Advertisers can buy just the high-quality videos and the features they're after."