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Advertising - Monday, May 14, 2007

Adap.tv CPC Video Ad Network Launched By Shopping.com Founder

Adap.tv has made impressive headway out of the gate for its nascent video ad network by partnering with Metacafe.com on the publisher side and Amazon and Shopping.com on the advertiser side. The challenge for most startup ad networks is that they have an imbalance, either not enough advertising or not enough publishers. Adap.tv has both in abundance. If it can just make the ad server work well enough for Metacafe, Adap.tv will be on easy street.

Adap.tv raised an undisclosed sum from Gemini Capital in February. The company was founded by Shopping.com founder Amir Ashkenazi who coupled with a few other founders and got to work at a Starbucks in Burlingame before winning funding and settling into an office.

Adap.tv's system scans video to ID context and then serves text ads below the video. For ads it it is matching items on Amazon and Shopping.com to videos. It launched on Metacafe in their Travel category and then on from there.

Most video advertising to date have been brand plays that pay on a CPM basis. The problem for big video networks like Metacafe is that they have not been able to sell out their inventory and would welcome some CPC action.

Read - Clickz story

View - Adap.tv site