UK- based Guardian News & Media (GNM) has signed a deal with AOL Networks’ video ad platform, Adap.tv, to provide a private video ad marketplace for the publisher. The company will sell video ad inventory programmatically to select trading desks and agencies.
GMN has been selling its display advertising programmatically for the past four years but this will be the first time that the publisher moves into the video space. The move is hoped to allow the Guardian to monetize video content as it expands into global markets and further increase ad revenue.
“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,” says Tim Gentry, revenue director, GMN.
According to reports, the marketplace will initially be limited to GNM’s international traffic but may be extended into the UK market eventually. This is mutually beneficial to Adap.tv who may be able to leverage the global opportunity and become more visible in markets such as Europe and Asia. The marketplace will also be aimed at capturing value from large global events such as the World Cup and the Olympics.
“Our clear commercial vision means that we are committed to our advertising model and making sure it works for all parties. As a result, advertisers find it highly compelling,” says Gentry.
2017 will be a watershed moment for video, as consumption moves from the TV to other devices.
As it prepares for a 2017 IPO that could be the largest in the social media space since Facebook went public in 2012, all eyes are on Snapchat.
Facebook isn't just the world's largest social network. In the past two years, it has also become one of the world's most popular online destinations for consuming video content.
In 2015, Verizon purchased AOL for $4.4 billion. Now, the mega wireless carrier is leveraging its wireless network as part of a new ad offering called BrandBuilder by AOL.