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AOL’s Adap.tv incorporates linear TV into video ad platform

AOL-owned video advertising platform Adap.tv is making linear programming available through its service in a bid to offer video ad buyers “the best of both the TV and digital worlds.”

Adap.tv said that the move would allow it to deliver to highly targeted audiences with greater efficiency and improve results for its clients.

“While television continues to garner the lion’s share of video advertising revenue, advertisers and agencies are thinking and re-architecting their organisations for increasingly cross-screen transactions, driven by the fragmented viewing patterns of consumers,” said Dan Ackerman, senior vice president of programmatic TV at Adap.tv.

“The expansion of our programmatic technology platform to include TV is the realisation of just that, providing buyers with a single platform to plan, execute, optimise and report on their investments in video across every screen.”

Linear TV ad campaigns on Adap.tv’s Audience Path buying platform will be optimised using Nielsen’s panel-based audience measurement and Rentrak’s set-top-box viewing data and consumer purchase behaviour data to target specific audiences.

AOL has agreed to buy Adap.tv for US$405 million (€304 million) last August to target brands, agencies and publishers with an end-to-end ad solution.