Adap.tv Empowers Publishers To Serve Own Video Ads By Extending Capabilities of Existing Display Ad Servers
Adap.tv, creators of OneSource, the first platform to help publishers fully monetize their online video content, today announced a strategic product that extends the capabilities of leading ad display management systems, DoubleClick DART and Microsoft Atlas AdManager, to serve ads onto video. Through the addition of this new capability on Adap.tv OneSource, publishers can fully participate in the lucrative arena of online video advertising.
"Our publishing partners have made significant investments in their display ad serving platforms," said Amir Ashkenazi, founder and CEO of Adap.tv. "Yet display ad servers are not designed to effectively serve and manage ads on video. Using Adap.tv OneSource, online publishers can now extend the functionality of leading display management systems such as DART and Atlas to meet the expanding needs of their business at a time when video is becoming a major component of revenue. Today's announcement is indicative of our commitment to helping publishers make the most of online video advertising by supporting multiple sources and formats, including their own ads, from premium ad networks, and through our backfill solution that includes over 50 global ad networks across many formats."
The Adap.tv OneSource video ad serving solution has no set up fees or integration costs. For publishers who want to sell and manage their own video ads, this may represent a considerable amount of savings over installing a dedicated video ad server. Publisher's ad operations teams will also benefit from continuing to use the same ad serving platforms they rely on every day that now allows them to serve video ads.
According to Forrester, companies will spend around $989 million this year to advertise in online videos. The projection represents a big leap from the $471 million spent last year, even if Forrester revises its estimates based on today's economic conditions.