’s Video Upfront Marketplace Signals the End for the RFP. 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, today announced the launch of the Upfront Marketplace, the first and only media buying platform to automate the entire process for securing future inventory across multiple screens; dramatically reducing the amount of time and money media buyers and sellers spend managing this once time-consuming process.

While video advertising has grown categorically for years, the buying and selling process remains a relic to the pre-digital world, with RFP buyer-execution and seller-review rooted in an offline, manual process. According to recent data, 20% of the average media plan cost is currently wasted on administrative activities around the planning and buying process. Long a pain point for modern media buyers,’s automated process allows agencies the unprecedented ability to negotiate and execute upfront buys across hundreds of sellers at once.

Horizon Media, the largest independent media company in the world, is currently using the Upfront Marketplace to further create efficiency and transparency in their buying process. “By aggregating video inventory sources, allows us access to better long-term insight into pricing and availability,” said Mary Shirley, vice president, digital media activation, Horizon Media.

Utilizing the Upfront Marketplace to engage sellers in an auction, media buyers can secure the inventory that is right for them, quickly and easily. The power is in the data; users simply identify audience-specific inventory usingtarget demographics and connect with the sellers whose inventory matches their specifications.

For sellers, the improvements and automations made to the media buying process result in a reduced cost of sale and improved access to additional demand. Prior to being invited to participate in the Upfront Marketplace, sellers are pre-qualified across a variety of data and metrics, eliminating the need for RFP or response. The sale is qualified for buyers, which streamlines deal closings and time to cash for sellers.

“Operational inefficiencies caused by a sixty year-old system that isn’t sophisticated enough to support the complexities of modern TV and video advertising are wasting huge amounts of time and money,” says Toby Gabriner, president of “A programmatic approach remedies the pain points caused by audience fragmentation and the proliferation of viewing devices, making the process automated and significantly more efficient.”’s Upfront Marketplace is now available. Please visit for more information.


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