New media buying platform aims to simplify ad purchase process

Online video advertising company Adap.tv has launched its Adap.tv Upfront Marketplace, a media buying platform designed to simplify the process of buying future inventory across multiple screens.

The platform lets media buyers specify their audience target demographics and pair up with sellers offering matching content.
Adap.tv’s said the platform will reduce the amount of time that buyers spend negotiating and executing purchases.
The platform allows them to complete hundreds of upfront buys at once.
Content sellers are pre-qualified, notes Adap.tv, across a variety of data and metrics. That eliminates the need for buyers to send an RFP (request for proposal) and wait for a response.
Adap.tv calls the RFP process “a relic of the pre-digital world,” and says that 20 percent of media planning costs are wasted in administration. The automated Upfront Marketplace is designed to streamline ad buying.
“The traditional media buying process is not time and cost efficient when it comes to buying video. Adap.tv is combining its technical expertise and understanding of how media is currently bought to provide players with new opportunities and ways to do business,” says Brian Fitzpatrick, managing director for Adap.tv in Europe. “The programmatic approach addresses the issues caused by audience fragmentation and the proliferation of viewing devices.”
www.Adap.tv