Platform Unveils New Video Advertising App Centre. Adap.Tv

Posted by Lucy Halliday On May 25, 2012

Sydney, Australia – May 25, 2012 – today introduced its new App Centre for video advertising making the process of managing hundreds of brand advertising technologies as easy as managing one. Built on’s open platform, the App Centre is a centralised place for buyers and sellers to discover, implement and manage best-in-breed brand ad technologies for TV and video from inside the console.

As TV and video advertising continue on a path of rapid convergence, media buyers and sellers are forced to manually cobble together a multitude of different technologies needed to combine the rich storytelling of TV with the accountability of online video. Today, there are over one hundred ad tech providers in the video advertising ecosystem, and until now, no streamlined way for buyers and sellers to easily access and manage all of them. The App Centre allows third party developers to embed capabilities such as data, rich media, measurement and verification into the console, giving users the ability to explore and implement new apps from a single interface, thus consolidating the workflow into a few simple clicks.

“Given the complexities of the video ad landscape, the promise of TV and video advertising cannot be fulfilled by one, single company,” said Teg Grenager, co-founder and vice president of “What buyers and sellers need is a platform that aggregates all the best brand technologies and provides automated tools to manage them.”

Innovid, the leader in interactive video advertising technology, is a charter developer on the Platform and is now available in the App Centre. “The partnership with will open up our interactive video creation tools to even greater channels of distribution via the App Centre,” said Zvika Netter, CEO of Innovid.”The world’s largest advertising and media companies are doing business on the Platform. This integration will provide increased efficiency to the buyers and sellers looking to add engaging interactive pre-rolls quickly and to distribute them across the network easily.” clients can look forward to a variety of apps being available in the App Centre from leading providers of audience data, measurement, verification, privacy compliancy and context targeting. The App Centre opens May 31, 2012.


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. Using the Platform, advertisers, publishers and ad networks get an automated way to control and analyse inventory, pricing and ad performance. As the world’s largest source of video advertising supply, the Marketplace has thousands of sellers and hundreds of campaigns transacting daily. is headquartered in San Mateo, Calif., with 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 us on Twitter at @Adaptv.

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Lucy Halliday