SOURCE: Adap.tv Inc.

Adap.tv Inc.

November 04, 2009 08:00 ET

Adap.tv OneSource Becomes the First Dedicated Video Ad Serving Platform to Receive IAB Online Ad Measurement Certification

SAN MATEO, CA and NEW YORK, NY--(Marketwire - November 4, 2009) - [ad:tech NY booth #1711] -- Adap.tv (www.adap.tv), creators of OneSource, the open and universal video ad serving platform that helps publishers manage ads in their online video content, announced today that they have become the first dedicated video ad serving platform to earn ad measurement certification by the Interactive Advertising Bureau (IAB), joining the ranks of other leading display ad servers such as DoubleClick's DART, Atlas AdManager, and Yahoo! APT.

Compliance with the strict IAB ad measurement guidelines enables brand advertisers, agencies, and publishers to fully trust the accuracy of the reports they receive when trafficking their ads through OneSource. "We commend Adap.tv for the time and commitment involved to achieve this certification," said IAB President and CEO Randall Rothenberg. "Their initiative to demonstrate compliance with the IAB standards further validates the increasing maturity of the online video advertising industry at large."

Since its official launch in 2008, the OneSource video ad serving platform has quickly transformed into an essential end-to-end monetization platform for more than 350 publishers world-wide. With the help of OneSource's ad serving features and flexible analytics specifically designed to support video, publishers have maximized their video monetization opportunities without compromising viewer experience, thus increasing value for their advertisers.

"Adap.tv is proud to work with the IAB toward establishing a higher level of consistency and accuracy in online video advertising measurements," said Amir Ashkenazi, co-founder and CEO of Adap.tv. "It's an honor to be the first dedicated video ad serving platform to receive this important certification and help pioneer the standardization for video monetization and video ad servers. This certification reaffirms our dedication to our mission and to lead by example in our industry."

According to the IAB, in the first half of 2009, online video ad spending increased by 38% to hit $477 Million. eMarketer predicts that online video ad spending will continue to increase by 40.4% in 2010. OneSource's certification against IAB Measurement Guidelines represented a natural progression for Adap.tv to undertake in their mission to deliver more value, as they continue to develop the best video ad serving platform.

To earn the certification, Adap.tv was certified by an independent auditor against the IAB Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines as well as the Broadband Video Commercial Measurement Guideline in counting online advertising impressions and traffic measurements. Both guidelines represent a significant collaboration between the IAB and its members to address a lack of standardization on how ad impressions should be counted. This certification signifies that Adap.tv conducts its processing and reporting in accordance with established IAB standards. It also means that Adap.tv has provided a third-party auditor recognized by the IAB with full and complete information to regarding all details of its operation, and agrees to thorough annual audits of its procedures. More information on the guidelines is available at http://www.iab.net/standards/measurement.asp.

About Adap.tv:

Adap.tv is the creator of OneSource, the online video ad serving platform that empowers publishers to succeed in online video. A complete end-to-end solution, OneSource helps increase advertising revenue, grow streams, make the right business decisions, and simplify every aspect of ad operations. Through OneSource, more than 350 web publishers monetize hundreds of millions of video streams per month, while providing their viewers a rich and engaging experience. Based in San Mateo, CA and a sales office in New York, NY, the company is privately held and is backed by Spark Capital, Redpoint Ventures and the Gemini Israeli Funds. For more information please visit www.adap.tv.

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive's share of total marketing spend, and of its members' share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

Contact Information

  • Adap.tv Contact:
    Masami Hirata
    Director, Marketing & PR
    650-293-7460
    Email Contact

    IAB Media Contact:
    Marla Aaron
    Director, Marketing Communications
    212.380.4714
    Email Contact