Adap.tv, a division of AOL Networks, 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.
Tim Gentry, revenue director at GNM, explained: “Our clear commercial vision means that we are committed to our advertising model and making sure it works for all parties. As a result, advertisers find it highly compelling. We have always been fairly ‘brave’ around programmatic trading, adopting it from the early days in the belief that it offers advantages of ease and efficiency for buyers and sellers. Introducing a private marketplace for video with Adap.tv was the next logical step.”
“The Guardian is a ‘programmatic pioneer,’ having embraced this way of trading for display advertising since its early days,” said Brian Fitzpatrick, managing director of Adap.tv Europe. “As the brand continues to expand its global footprint, making video inventory available programmatically via a private marketplace will provide access to new revenues while maintaining full control of buyers and pricing.”
Adap.tv in the UK is provided by AOL (UK) Limited, and is part of AOL Networks. Adap.tv is transforming the way video advertising is bought and sold. Adap.tv’s video intelligence platform, Pathway, helps many of the world’s largest brands, agencies, publishers and ad networks intelligently, effectively and safely plan, buy and measure billions of video ad trades programmatically every month across web, linear TV and mobile video.
Headquartered in San Mateo, California, Adap.tv has US offices in Chicago, Los Angeles and New York, and international offices in Australia, India, Japan, Singapore and the UK.