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September 04, 2015 7:34 AM ET

Media

Company Overview of Adap.tv, Inc.

Company Overview

Adap.tv, Inc. provides video technology solutions for buying and selling TV and video advertising across various devices. It offers Pathway, a video intelligence platform that helps brands, agencies, publishers, and advertising networks to plan, buy, and measure video advertising trades across Web, linear TV, and mobile video. The company also provides Marketplace, a TV and video advertising marketplace for agencies, trading desks, publishers, and advertising networks. The company was founded in 2006 and is based in San Mateo, California. As of September 5, 2013, Adap.tv, Inc. operates as a subsidiary of AOL Inc.

One Waters Park Drive

Suite 250

San Mateo, CA 94403

United States

Founded in 2006

Phone:

650-937-3800

Key Executives for Adap.tv, Inc.

Co-Founder and Chief Scientist
Vice President of Finance
Senior Vice President of Client Services & Operations
Managing Director of Australia
Senior Vice President of Publishers and DSPs
Compensation as of Fiscal Year 2015.

Adap.tv, Inc. Key Developments

Adap.tv Appoints Deshan Kumar as Sales Director for Australia and New Zealand

Adap.tv announced the appointment of Deshan Kumar as Sales Director for Australia and New Zealand, effective immediately. Deshan's role will see him nurture relationships with existing partnerships whilst cultivating relationships with new advertisers. He brings a tremendous amount experience to the business, with six years as Group Sales Manager (and, latterly, acting Head of Sales) at carsales.com.

Adap.tv Unveils Programmatic TV, Blazes Trail for Data-Driven Audience Transactions Across All Video Screens

Adap.tv announced the availability of linear TV through its programmatic buying platform, Audience Path. The move provides buyers of video ads the best of both the TV and digital worlds-the ability to transact against traditional age/sex demographics, while automatically optimizing ad spend using customized, more precise audience segments. MAGNA GLOBAL, the investment and intelligence unit of IPG Mediabrands, has already run digital and TV campaigns through Audience Path and has integrated its proprietary data stack, AMP, with the Audience Path platform, to deliver highly targeted audiences with greater efficiency and improved results for their clients. Linear TV ad campaigns that run through Audience Path are automated to optimize based on advertisers' key performance indicators, maximizing the value of the investment and delivering much more relevant video ads to viewers. Linear TV campaigns air in the Adap.tv Marketplace, with potential reach to more than 90 million US TV households across nearly 100 cable networks. Video buyers are now able to use a single technology platform to activate first- and third-party data and target relevant video ads to viewers across digital, mobile and linear TV environments. Audience Path for TV combines the best of Nielsen's panel-based audience measurement, Rentrak's set-top-box viewing data and consumer purchase behaviour data to target audiences far beyond traditional TV age and gender demographics. MAGNA GLOBAL estimates that nearly 70% of IP-delivered video will be transacted programmatically by 2017, with a growing share of mobile and linear TV advertising adopting that method to maximize the value of ad spend across screens.

Adap.tv Provides Private Video Ad Marketplace for the Guardian News & Media

Adap.tv has signed an agreement to provide a video ad private marketplace for Guardian News & Media (GNM). This will allow the publisher to further monetise video content across global markets and increase its advertising revenue from this source. Through its private marketplace, GNM will sell video inventory programmatically to selected trading desks and agencies. With its ad-funded focus, GNM has undertaken programmatic trading for display advertising over the past four years. Adopting the channel for its premium video inventory will help it to realise higher advertising yields as it continues to expand its reach across international markets.

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