Adap.tv announced last week that TidalTV, an online video ad platform, will be "the first to utilize adap.tv's recently-announced real-time bidding (RTB) interface" and buy from Adap.tv's "premium" inventory pool of online video ad placements. Read the release.
Toby Gabriner, President of Adap.tv, discussed the new partnership and details on the Adap.tv marketplace.
You note that TidalTV will be able to buy "premium inventory" through adap.tv's marketplace. How do you define "premium inventory" in the marketplace?
TG: We define premium inventory as ad opportunities associated with professional or semi-professional content, which makes up approximately 85 percent of the available inventory in the adap.tv marketplace.
How does the RTB interface that adap.tv provides differ from the way that DSPs currently buy from Adap.tv?
It's not different. Adap.tv provides a single RTB API that can be leveraged by both ad networks and DSPs.
How is the marketplace scaling? Any recent stats you can share?
The adap.tv marketplace now has over 800 publishers and more than 500 million monthly ad opportunities. We are growing approximately 25-30 percent each month.
Will TidalTV use data provided through the marketplace such as the eXelate data that you make available? How does that work?
While we cannot disclose specific users of our third party data providers, it is easy for any buyer within the adap.tv marketplace to leverage our relationships with these data providers and quickly select any combination of audience segments for targeting of campaigns.
By John Ebbert