FreeWheel and Adap.tv have announced plans for the integration of Adap.tv’s programmatic reserved technology into FreeWheel’s FourFronts marketplace, enabling advertisers to purchase premium digital television from publishers using proprietary data, while enhancing the value of premium inventory and maintaining the integrity of TV ad compliance.
The planned integration will enable Adap.tv and FreeWheel clients to begin testing, through a pilot program announced earlier this month, an audience reserved transaction model that enables buyers to use their own proprietary audience data to buy premium inventory on a reserved basis, in “upfront-like” aggregate deals from premium publishers. Adap.tv anticipates that Optimedia, MAGNA GLOBAL and Starcom MediaVest Group will participate in the pilot program.
“In September 2013, AOL, with other leaders in digital advertising, committed to simplifying and streamlining the buying and selling processes of premium digital advertising, including placing AOL reserved display and mobile inventory into its programmatic offering,” said Teg Grenager, Chief Product Officer and Co-Founder of Adap.tv, a division of AOL Platforms. “The goal of this pilot program is to extend that commitment by bringing all of the key stakeholders together to test, learn and move the industry forward toward the inevitable multi-channel, data-driven world of TV, as well as enhancing the business models underpinning it.”