Adap.tv to provide private video ad marketplace for Guardian

Adap.tv, a division of AOL Networks, has signed an agreement to provide a video ad private marketplace for Guardian News & Media.

Through the private marketplace, Guardian News & Media will sell video inventory programmatically to selected trading desks and agencies, allowing it to further monetise video content across global markets and increase advertising revenue.

The publisher has undertaken programmatic trading for display advertising over the past four years, and has adopted the channel in order to help achieve higher advertising yields as it continues to expand its reach across international markets.

“Our clear commercial vision means that we are committed to our advertising model and making sure it works for all parties,” said Tim Gentry, revenue director at Guardian News & Media.

“As a result, advertisers find it highly compelling. We have always been fairly ‘brave’ around programmatic trading, adopting it from the early days in the belief that it offers advantages of ease and efficiency for buyers and sellers. Introducing a private marketplace for video with Adap.tv was the next logical step.”

Brian Fitzpatrick, managing director of Adap.tv Europe, added: “As the brand continues to expand its global footprint, making video inventory available programmatically via a private marketplace will provide access to new revenues while maintaining full control of buyers and pricing.”