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Adap.tv Moves Forward With Programmatic TV Buying Platform

5 Mar, 2014 By: Doug McPherson


SAN MATEO, Calif. – AOL’s Adap.tv is moving forward with its programmatic TV buying product with TV inventory available from nearly 100 cable networks with the potential to reach more than 90 million U.S. TV households.

Analysts say Adap.tv has been adding the TV buying offering into its existing platform since the fall 2013, adding data sets and inventory partnerships.

Dan Ackerman, the company’s senior vice president of programmatic TV, told RTM Daily the ability to reach a potential 90 million U.S. TV households puts the Adap.tv Marketplace up there with the top 30 networks in terms of scale and distribution.

Still, Ackerman was clear that Adap.tv is not looking to become an ad network and still views itself as a technology platform. He referred to the new offering as a “demand-side platform for TV.”

Another plus for Adap.tv: media agency giant Magna Global is on board.

Tyler Loechner, a reporter with MediaPost News, says it's not surprising that Magna is already on board. “The company has been aggressive in its adoption of programmatic buying, and IPG is still looking to automate 50 percent of all of its buys,” he says.

Loechner adds Magna Global, part of IPG Mediabrands, has already run digital and TV campaigns through Adap.tv’s buying platform. Official testing of the TV buying platform began in 2013’s fourth quarter.

Magna Global is not the only agency unit already using the programmatic TV platform, but it’s the only named client at this point. In terms of ad spend, Ackerman could not reveal specifics, instead citing “industry numbers” that suggest current programmatic TV campaigns are in the low six-figure range, with some moving into seven figures.

Adap.tv will also use Nielsen’s panel-based audience measurements, Rentrak’s set-top-box viewing data and consumer purchase behavior data.

Loechner says Adap.tv’s offering is programmatic in the sense that it automates large data sets – such as first-party data and the Nielsen and Rentrak data – and running that data against campaign objectives. To be clear, there is no real-time bidding taking place.

However, Ackerman claims Adap.tv’s offering is capable of going “end-to-end” with the automation: from planning, to buying, and reporting back. He notes some private marketplaces are forming, and that “there’s much more direct” contact between buyers and sellers to establish pricing and inventory specific to that relationship.

Essentially, insiders say advertisers will put TV campaign objectives – and any first-party data they have – into the Adap.tv platform. The platform will then automatically suggest where the campaign should run, how much it would cost and more.
 


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