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Adap.tv Intros App Center for Online Video Advertising

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In a move to simplify online video ad management while still offering a wide range of analytics and targeting options, online video advertising company Adap.tv has introduced the App Center, which will open for use on May 31, 2012. The App Center allows advertisers running campaigns to add third-party apps to the Adap.tv console, letting them add new functionality while staying inside a familiar interface.

The first announced app is from Innovid, which creates interactive pre-roll video advertising technology.

"The partnership with Adap.tv will open up our interactive video creation tools to even greater channels of distribution via the Adap.tv App Center," says Zvika Netter, CEO of Innovid.

While other apps should follow in the areas of audience information, measurement, verification, privacy compliancy, and targeting, Adap.tv isn't giving a timeline. To build the App Center, Adap.tv created APIs so that advertising technology providers can add their services to the Adap.tv console. Users can install new services easily, as they would install an app.

"Given the complexities of the video ad landscape, the promise of TV and video advertising cannot be fulfilled by one single company," says Teg Grenager, co-founder and vice president of Adap.tv. "What buyers and sellers need is a platform that aggregates all the best brand technologies and provides automated tools to manage them."

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