London, United Kingdom – Adap.tv, the company that provides a programmatic way to plan, buy, sell and measure television and video advertising, is partnering with European real time bidding (RTB) pioneer, BannerConnect (www.bannerconnect.net). The move will rapidly expand the reach of RTB for video across Europe.
Based in the Netherlands, BannerConnect is one of the leaders in automated ad trading of display advertising in Europe. The new partnership with Adap.tv announced today will allow BannerConnect to expand its offering to include video, while establishing a fast, efficient and accurate process for buying and selling inventory.
BannerConnect will use Adap.tv’s comprehensive programmatic platform that consists of real-time bidding, advanced targeting, an intuitive self-service interface and optimisation technology, designed to help buyers find and understand the opportunities in each video impression. The deal will also allow BannerConnect to help its publisher partners to enter the video RTB ecosystem, which will increase the availability of quality pre-roll inventory available to buyers in Europe.
Lisa Menaldo, head of UK and Ireland at BannerConnect, explains: “In just a few years, globally, RTB has rapidly become one of most important ways to do business across online display, the efficiencies of which can now include video. Adap.tv’s platform gives us the ability to RTB-enable our publishers’ video inventory while providing a single, unified dashboard that provides us with key insight and predictability, and therefore visibility into pricing and performance even before a campaign starts. This automation allows us to better plan and manage the video campaigns we run, thereby enhancing the efficiency of our business, and increasing the number of buyers and sellers with whom we work.”
“This new partnership signals a major move for the European video ad market towards more programmatic buying and selling,” says Brian Fitzpatrick, managing director for Adap.tv in Europe. “We are seeing the agencies and trading desks we work with gravitate towards more efficient and transparent methods of acquiring inventory and this deal will enable BannerConnect to link their quality publishers directly to these buyers.”
RTB is increasingly recognised as a key element of the online video advertising equation. Figures from the recent bi-annual ‘Online Video Advertising Market’ report undertaken by audience measurement company Collective reveal that 51% of UK video-on-demand (VOD) media buyers want to trial RTB for video.
Adap.tv builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. Adap.tv is comprised of two operational units – the Adap.tv Platform and the Adap.tv Marketplace. The Adap.tv Platform provides advertisers, publishers and ad networks with automated ad trading solutions customized to meet any business goal. As the world’s largest source of video supply and demand, the Adap.tv Marketplace has thousands of sellers and hundreds of campaigns running daily. Headquartered in San Mateo, Calif., Adap.tv has offices in New York, Los Angeles, Chicago, London and Sydney. Adap.tv is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/. Follow Adap.tv on Twitter @Adaptv.
BannerConnect has been specialising in display advertising since 2004, focused on automated ad trading via ad exchanges, sell side platforms, real-time bidding and audience targeting. With offices in London, Amsterdam and Sittard, BannerConnect operates on an international level. BannerConnect builds bespoke ad trading and data solutions for agencies, advertisers and publishers alike.