Join us for Streaming Media West Connect, November 1-5. Reserve Your Free Seat Now!

Adap.tv Introduces the Upfront Marketplace, Simplifies Ad Buys

Article Featured Image

Online video advertising company Adap.tv took the wraps off the Adap.tv Upfront Marketplace today, a media buying platform designed to simplify the process of buying future inventory across multiple screens.

The platform lets media buyers specify their audience target demographics and pair up with sellers offering matching content. Adap.tv's goal is to greatly reduce the amount of time that buyers spend negotiating and executing purchases. The platform allows them to complete hundreds of upfront buys at once.

Content sellers are pre-qualified, notes Adap.tv, across a variety of data and metrics. That eliminates the need for buyers to send an RFP (request for proposal) and wait for a response.

Adap.tv calls the RFP process "a relic of the pre-digital world," and says that 20 percent of media planning costs are wasted in administration. The automated Upfront Marketplace is designed to streamline ad buying.

Independent media company Horizon Media is already using the Adap.tv Upfront Marketplace to simplify media buying.

"By aggregating video inventory sources, Adap.tv allows us access to better long-term insight into pricing and availability," says Mary Shirley, vice president of digital media activation for Horizon Media. 

Visit the Adap.tv site to learn more about the Upfront Marketplace and view a video on it.

Streaming Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Adap.tv Intros App Center for Online Video Advertising

Ad technology partners can now offer their services from within a unified Adap.tv advertising console.

Brands Will Choose Online Video Over Display Ads in 2012: Adap.tv

Study shows that advertisers will increase online video spending this year, and that brands want viewer engagement.

Adap.tv and TRA Offer Insights for Online Video Advertisers

Partnership allows brands to augment their broadcast campaigns with online video ads.

Adap.TV Offers Precise Page Placement and Player Type

The online video ad platform delivers greater transparency with advanced filters.