Glam Media launched GlamAdapt Automate, an online buying platform that the company says expands the capabilities of GlamAdapt, an ad serving platform. The new buying platform includes the technology that was acquired from the AdPortal acquisition in July. From the release, "GlamAdapt Automate is open and allows publishers to create premium packages that can run on GlamAdapt, Google DoubleClick and other top industry ad serving platforms, DSP’s, and premium reserve ad exchanges." Read the release. And, see the GlamAdapt Automate site.
Glam Media SVP Robert Tas discussed GlamAdapt Automate and future plans for the platform.
AdExchanger.com: How has the AdPortal product evolved since then from both a technology and services perspective?
Since the acquisition, we spent a great deal of time integrating the technologies. With GlamAdapt Automate, our aim is to provide an easy to use tool with the sophistication and access to Glam's premium ad products that brands and agencies are used to.
How do you position GlamAdapt Automate in the marketplace? What is the target market on the advertiser side?
Glam Adapt Automate is the first digital media platform for premium and reserved brand campaigns, with an easy to use three-step interface. GlamAdapt Automate is built for agencies and marketers of all sizes looking to access premium advertising solutions.
Will Glam source exchange and other inventory from outside the GlamMedia umbrella for GlamAdapt Automate? Any thoughts?
Yes, our plan it is to expand Automate to include non-Glam inventory in 2H11. Our goal is provide premium ad solutions for agencies and marketers, and leverage our core digital branding expertise.
What formats will advertisers be able to buy through GlamAdapt Automate?
We will provide all IAB standard ad units and will be expanding to video and mobile early next year.
By John Ebbert