• by Erik Sass  @eriksass1, June 29, 2011

The Action Sports Group/Grind Networks, a division of Source Interlink Media, is partnering with Adap.tv to sell and deliver targeted online video advertising across its network of sites, including Web sites for Surfer, Surfing, Dirt Rider magazines, Skateboard.com and GrindTV.com. 

The target is young male viewers, Source Interlink's primary audience.

Through its partnership with Adap.tv, ASG/Grind will gain access to Adap.tv for Publishers' suite of video monetization tools, which will allow it to optimize ad targeting with demographic information through the Adap.tv Marketplace.

This includes scheduling and implementing direct ad sales and sponsorship sales for pre-roll video ad campaigns. The partnership also gives ASG/Grind access to Adap.tv's existing stable of hundreds of advertising clients.

According to Adap.tv, sports content was one of the top five most popular content categories in the Adap.tv Marketplace, in terms of first-quarter ad spending. Overall, Adap.tv brings together more than 5,200 sites selling video ad inventory and claims to execute hundreds of campaigns on a daily basis.

ASG/Grind Networks Vice President for Digital Greg Morrow stated: "With more than half of our U.S. demographic falling within the most desirable audiences for advertisers," noting that Adap.tv's custom integration "gives us the precision control over inventory we need to effectively manage our business and strengthen our competitive advantage."

In late May, ASG/Grind parent company Source Interlink announced that it was buying Mind Over Eye, a digital ad agency that specializes in digital marketing and visual effects, including producing spots for television, Internet, mobile and feature film distribution (often employing CGI).

Source Interlink said it plans to consolidate similar creative capabilities with Mind Over Eye and bill itself as a "full-service creative agency."