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Adap.tv Introduces the Upfront Marketplace, Simplifies Ad Buys

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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.

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