New partnership boosts connection between Facebook app developers and advertisers
Appatyze (http://www.appatyze.com/) today announced that it will use Adap.tv’s programmatic ad trading platform to support the buying and selling of video through its ad network, the Appatyze MARKETPLACE. Under this new partnership, Appatyze’s Facebook app developers get the automated tools and services they need to access to a wider range of demand sources, while video advertisers gain a straightforward route to reach their target audience.
Social games are highly popular on Facebook, but because most of them operate a freemium model, advertising is an increasingly important source of revenue for developers. Until now, access to video advertising demand has proven challenging in the complex digital media landscape. Appatyze has resolved this using Adap.tv’s technology to seamlessly connect hundreds of advertisers with inventory generated by the increasing number of top Facebook developers who use their platform. Sellers can now tap into video demand through the Appatyze MARKETPLACE using a single account to manage and control all of their inventory, while buyers can plug-in to additional sources of high quality video through Appatyze.
“Video advertising is becoming increasingly important as a revenue stream to Facebook developers. Adding video demand to the Appatyze MARKETPLACE means that Facebook developers can now get everything they need to acquire, retain and monetise their users under one roof.” explains James Rankin, CEO at Appatyze. “The partnership with Adap.tv means that Appatyze is the only Facebook advertising provider to provide click exchange, brand and video advertising services.”
Brian Fitzpatrick, managing director of Adap.tv in Europe says: “Combining video ads with online games enables advertisers to target people in a ‘social’ environment when they are already open to being entertained. The combination of technology from Appatyze and Adap.tv removes the barriers that have previously prevented advertisers and Facebook app developers from connecting easily and benefiting each other.”
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.