Advanced technology places relevant ads in real time to provide publishers with viewer-friendly monetization

adap.tv, a unique online video advertising platform that allows publishers and advertisers to match relevant advertising with online video content, announced its public launch and a strategic partnership with Metacafe, one of the world's largest video Web sites.

adap.tv's new advertising platform provides a monetization capacity that takes advantage of the entire video, offering viewer-friendly advertising and message placement functionality beyond traditional pre- and post-roll spots. adap.tv has developed sophisticated algorithms not only to analyze video content and determine the most relevant ad, but also to adapt in real time to viewer behavior -- thereby increasing the success rates for publishers and advertisers.

"To date, online video advertising has simply copied the techniques that worked best in the offline world," says adap.tv CEO Amir Ashkenazi, who was formerly the co-founder and CTO of Shopping.com. "adap.tv uses the power of contextual advertising to deliver the next generation of online video advertising."

Advanced Technology Breakthrough

adap.tv combines groundbreaking research and powerful technology to effectively reach consumers through online video advertising. A set of sophisticated methods scrutinizes each video, extracting a holistic understanding of its context using metadata, speech recognition, and video interconnectivity information. Once the video has been analyzed, proprietary machine learning algorithms make rapid decisions about which ads to serve, analyzing user behavior in real time to improve the relevancy of ad placement.

Partnership with Metacafe

Metacafe, one of the world's largest video Web sites, will use adap.tv's advertising platform to display viewer-friendly and relevant advertising to more than 24 million viewers who consume 500 million page views on Metacafe's site every month. (comScore, March 2007.)

"Metacafe is dedicated to providing the best entertainment experience to our viewers around the globe," said Metacafe CEO Erick Hachenburg. "We are pleased to partner with adap.tv to be able to offer online advertising in a format that is both relevant and pertinent to the interests of our viewers. With adap.tv, we will have the capability to target ads that match the specific interests of the viewers to the videos they are watching in real-time. Together with adap.tv, Metacafe is making technology work in a way that enhances the viewer's experience."

Advantages for Publishers, Advertisers, Viewers

By providing highly relevant "in-video" ads, adap.tv provides better monetization for publishers, a higher return on investment (ROI) for advertisers, and an ad-serving format more likely to be accepted and used by viewers.

adap.tv keeps publishers in control of the display, frequency, and placements of ads while selecting ads relevant to viewers' interests. This leads to an enhanced viewer experience and higher success rates. adap.tv's advanced technology works alongside pre- and post-roll ads to provide a new, incremental revenue stream. The advertising service allows an advertiser to reach millions of viewers through in-video ads, which are an effective way to capitalize on the growing consumption of online video. Through adap.tv's pay-for-performance pricing, advertisers can manage costs and ROI while avoiding high CPMs and production costs. With adap.tv's ability to target ads that match viewing interests, users receive pertinent information delivered in a non-intrusive method. Advertising allows online video to remain free to view.

About adap.tv

adap.tv provides a unique online video advertising platform that allows publishers and advertisers to match relevant advertising with online video content. The company uses advanced technology to analyze the video, audio and metadata to serve contextually relevant ads in a viewer-friendly manner. Adap.tv continues to monitor viewers' interaction with the ads and adapts in real time to their interests and behavior. Founded in 2006, the company is privately held. adap.tv is headquartered in San Mateo, CA.

About Metacafe

Metacafe is one of the world's largest video sites based on global traffic and total page views. Metacafe is the only site that mines the collective wisdom of its audience to filter and surface the most entertaining videos, making it the best place to both watch and distribute high quality and entertaining video content. For more information, please visit www.metacafe.com .

Source: adap.tv

Web site: http://adap.tv/