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Adap.tv to Work With FreeWheel's Programmatic Pilot

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Advertising company Adap.tv and online video monetization company FreeWheel announced that Adap.tv will integrate its programmatic reserved technology into FreeWheel's FourFronts marketplace. The combination will let advertisers buy spots on premium digital television while using proprietary data.

The integration will happen through a previously announced pilot program that aims to solve the problem of making reserved ad buys on premium inventory. Prior to this, doing so has meant that advertisers would have to share their consumer data and publishers would have to offer premium inventory for real-time bidding.

The pilot program attempts to solve these issues by adding in a data escrow layer. Data escrow will let publishers respond to targeted campaign requests while also protecting their existing sales channels and ad rates.

This is the first step in creating scalable value for both buyers and sellers, says Jon Heller, FreeWheel's co-founder and co-CEO. It sets a precedent on how to use data and automation to conduct programmatic transactions on reserved buys, he adds.

This pilot program extends the commitment that Adap.tv's parent company, AOL, made in September, 2013, to simplify and streamline premium digital ad buying, says Teg Grenager, Adap.tv's chief product officer and co-founder. The pilot program brings all the key players together to test the system and move the industry forward, he says.

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