Brings Programmatic Video Advertising to Australia and Asia Pacific. Adap.Tv

Posted by Lucy Halliday On March 07, 2012

Sydney, Australia, March 7, 2012-, the company that provides a programmatic way to plan, buy, sell and measure television and video advertising, is expanding its footprint with a new presence in Asia Pacific. The company which already serves 1.8 billion monthly video impressions, is now set to expand in Asia Pacific opening a new office in Darling Park, Sydney. The new regional headquarters will be headed by Phil Duffield, formerly managing director at digital agency AD2ONE.

In his new role, Duffield will be responsible for the rollout of the company’s two distinct divisions – the Platform and the Marketplace. The Platform provides customers with programmatic ad trading solutions that power some of the leading advertising companies including Cadreon and Collective Video. The Marketplace is the industry’s largest video advertising marketplace, and a central meeting point for thousands of advertisers and publishers worldwide.

Having spent many years in the digital space, Duffield recognises the demand for automated and efficient means of deploying video advertising.

“Within the next few years, video is expected to account for 81 percent of all Australian internet traffic, which is making advertisers think more about where they direct their budgets,” says Duffield. “We have the technology and the inventory to meet this demand and deliver targeted advertising across a myriad of platforms and devices. There’s no doubt that we will be part of a major transformation in the online industry in the region,” said Duffield.

Wade Maris has also joined the local team as business development manager, from a similar role at News Digital Media. Before that he was sales manager at Macquarie Digital. Stephanie Famolaro also moved across from AD2ONE with Duffield, joining as Account Manager.

Australia and New Zealand will be the initial focus for, with further expansion throughout Asia Pacific down the track.


About 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. is comprised of two operational units – the Platform and the Marketplace. The Platform provides advertisers, publishers and ad networks with automated buying and selling tools that are customized to meet any business goal. As the world’s largest source of video advertising inventory, the Marketplace has thousands of sellers and hundreds of campaigns running daily.

Headquartered in San Mateo, Calif., has offices in New York, Los Angeles, Chicago, London and Sydney. is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit Follow on Twitter @Adaptv.

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Lucy Halliday