• by March 15, 2011

Expanding its services for advertisers from a video ad exchange to an interface for buying and managing online video advertising, Adap.tv has launched Adap.tv for Advertisers, with Interpublic Group's audience-buying platform Cadreon on board as its charter user.

Adap.tv CEO Amir Ashkenazi said Adap.tv for Advertisers has been operating since late last year, and in addition to agencies like Cadreon, is already in use by ad networks and trading desks. "It allows buyers to manage their buys across all sources and apply the data across any inventory they work with," he explained.

Ashkenazi would not name any users of Adap.tv for Advertisers other than Cadreon, and Cadreon CEO Brendan Moorcroft likewise told MediaPost he could not provide the names of any Cadreon advertisers using the service. But, he stated, "our biggest clients -- Microsoft, Chrysler, Verizon -- all have expressed great interest in the video product."

Adap.tv said the new service includes media planning and buying, ad serving and trafficking, performance and optimization, connecting advertisers with thousands of buyers across platforms including the Web, mobile, set-top boxes and Web-connected television sets.

Moorcroft said that only Adap.tv and YuMe offer such end-to-end solutions. He added that Cadreon, following a "full audit of capabilities," began using Adap.TV due to its "breadth of services," but that "like in display, we will diversify and are in the middle of evaluating others." He also said that Cadreon will continue to work with other ad video companies such as Affine Systems, which offers campaign management and reporting.

Based on results so far, Moorcroft gave special praise to two features of Adap.tv for Advertisers: "the actual entry point to capture the inventory and the optimization algorithm," which he said has been a great help in changing campaigns on the fly. "That's what this dynamic thing is all about, making decisions based on real-time trading."

The Cadreon move comes four months after Havas spinoff Adnetik also adopted Adap.tv, although the latter deal was confined to the video ad exchange, allowing Adnetik advertisers to target commercials based on audiences rather than video content.

With the new management system, Adap.tv for Advertisers joins Adap.tv Marketplace and Adap.tv for Publishers in the company's product roster.