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BizReport : Advertising : May 07, 2010


Adap.tv adds RTB option to platform

Video marketers can now add real-time bidding to the suite of tools offered from video ad marketplace Adap.tv. The addition of real-time bidding gives marketers and publishers more options for increasing revenue. Offering ad slots in real time is another way publishers can place ad messages before the right consumer at the right time.

by Kristina Knight

Adap.tv's solution is one of the first RTB options in the video space.

For publishers the addition of real-time bidding opens their hub to new media buyers and campaigns which should increase overall website revenue. There are some campaigns, for example upcoming Mother's Day campaigns, which need to be placed within specific time frames. Knowing which time slots are open helps media buyers and marketers better utilize the ad space before them.

"We have found the adap.tv marketplace to be a valuable source of ad technology and revenue," said Larry Weitzman, CineSport LLC's chief content office. CineSport is one hub already using the marketplace. "By using RTB we're gaining access to new premium buyers and many more campaigns, with the same level of controls we've come to expect from adap.tv."

For advertisers the video marketplace continues to show strong growth. According to a recent comScore report US online video viewers watched just over 31 billion video clips in March, the bulk coming from Google's YouTube site. On average each viewer watching 173 clips. In addition to Google sites, upon which viewers watched 96 clips, Microsoft captured a lot of attention with 15.3 streams per viewer and Hulu, which streams full-length TV episodes, saw the average viewer watch nearly 27 streams.






Tags: adap.tv, online video, real-time advertising, real-time bidding, video advertising








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