Adap.tv Instills Confidence by Showing Advertisers Exactly What They Are Buying

Adap.tv Instills Confidence by Showing Advertisers Exactly What They Are Buying

The Option to Choose Player Type and Page Placement Join Adap.tv's Buy-side Filter Suite

SAN MATEO, Calif., Aug. 11, 2011 /PRNewswire/ --Adap.tv, the company that connects video advertising buyers and publishers directly on one platform, today announced an enhanced version of its buy-side content filtering capabilities, now available in the Adap.tv Marketplace. This new suite of features allows buyers to select the type of video content and player their brands appear on, as well as the precise page placement of their ads.

While media dollars continue to flock towards online video, the nascent landscape remains confusing and lacks the technological controls and standards available in other forms of advertising. The wide variety of video advertising content options prevents buyers from clearly seeing what they are paying for or where their advertisements will run. Until universal guidelines can be firmly established, brands and agencies struggle to understand the true value they are getting from their online video advertising investments.

"As buyers we need to know precisely what we're buying not only to know we're paying an appropriate price, but to assure that we're delivering the quality placements our clients' desire," said Coleman Engellenner, director of advertising for Apollo Interactive. "Adap.tv's buy-side tools remove the unknowns, instilling greater confidence in our online video investments."

The Adap.tv Marketplace console has a series of filters that select the audiences, formats, players, sources and position in which an ad runs. This helps advertisers pinpoint who sees their ad, when and where they see it as well as the type of user experience the ad generates. Once a campaign runs, these selections can be compared to any integrated third-party verification data to take the guesswork out of evaluating campaign performance.

Specifically, the filters enable buyers to make informed selections based on detailed criteria, including:

-- Video quality - professional, semi-professional or UGC
-- Content type - video, game application or text
-- Ad type - linear in-stream or in-banner
-- Device - personal computer, mobile/tablet or connected television
-- Ad audio - with or without sound
-- Ad initiation - user-initiated or auto-initiated

"The video advertising industry has a massive opportunity for growth and in order for it to continue to thrive, we need to empower buyers and instill confidence in them," says Toby Gabriner, president of Adap.tv. "As a key player in this space, we have taken a leadership position and encourage others to follow suit."

About Adap.tv

Adap.tv builds the technology that makes buying and selling video advertising simple and efficient. The company's products - Adap.tv for Advertisers, Adap.tv for Publishers and the Adap.tv Marketplace - work in harmony to connect video advertising buyers directly to sellers on a single platform. The Adap.tv Marketplace is the industry's largest video marketplace for premium publishers and brand name advertisers, with over 5,200 sites selling inventory and hundreds of campaigns running daily. Based in San Mateo, CA and with sales offices in New York, Los Angeles, Chicago, Seattle and London, Adap.tv is privately held and backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/.

SOURCE Adap.tv

Adap.tv

CONTACT: Bonnie Berkes for Adap.tv, +1-770-649-0880 ext. 304, bonnie@brandwarepr.com

Web Site: http://adap.tv

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