Larry Kless' Weblog: Streaming Media West 2009 Red Carpet Interview - Teg Grenager, Adap.tv on Online Video Advertising and Monetization

Tuesday, December 8, 2009

Streaming Media West 2009 Red Carpet Interview - Teg Grenager, Adap.tv on Online Video Advertising and Monetization

In this Streaming Media West 2009 Red Carpet Interview, Peter Cervieri talks with Teg Grenager, Vice President of Product & Marketing, and Co-Founder of Adap.tv about online video advertising and monetization. Teg guides the product vision, roadmap, architecture, and user experience for their flagship product, OneSource, a comprehensive video ad monetization platform. OneSource helps more than 300 publishers globally manage and serve their own ads, or tap into premium global ad networks.

Just last month, OneSource became the first dedicated video ad serving platform to earn ad measurement certification by the Interactive Advertising Bureau (IAB). What that means is that OneSource accurately captures impressions and clicks as defined by the IAB. The IAB is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. Compliance with the strict IAB ad measurement guidelines enables brand advertisers, agencies, and publishers to fully trust the accuracy of the reports they receive when trafficking their ads through OneSource. With the IAB accreditation, Adap.tv's OneSource joins the ranks of other leading display ad servers such as DoubleClick’s DART, Atlas AdManager, and Yahoo! APT.

According to the IAB, in the first half of 2009, online video ad spending increased by 38% to hit $477 Million. While forecasts vary, the industry is slowly maturing and eMarketer predicts that online video ad spending will continue to increase by 40.4% in 2010. More standardization of ad unit display and measurement should also be expected.

Earlier in the year Adap.tv announced a partnership program with a number of the leading online video platforms Brightcove, thePlatform™, Livestream, VMIX, Twistage, Kaltura and others. Teg says that while all the OVPs have some form of ad serving capability, it's enough to run a business, but in combination with OneSource it makes it extremely easy for their customers to deploy video advertising and monetization with their full range of video capabilities and added-value services.

Teg and Peter talk about optimizing online video advertising from both the publishers, brand marketers, the need for standardization and compatibility between video player and interactivity with ad server networks, the facing the industry and other topics which Peter highlights in his post on: ScribeMedia.Org | Teg Grenager - Adap.tv.

Teg also spoke the Online Video Platform Summit on the Redefining Monetization panel session, and had this to say about participating in the conference,

"As video viewership starts to move online in large numbers, publishers stand to gain from sharing their ideas and success stories in addressing the challenges of this rapidly changing industry. Adap.tv is excited to participate in the Online Video Platform Summit, and contribute to publishers' understanding of tools and best practices for one of online video's biggest challenges: effective monetization."

Look for a Q&A with Teg in an upcoming post and the video of the panel session in the next few weeks.

How One Source works

Their online video ad management platform OneSource helps more than 350 web publishers to monetize hundreds of millions of video streams each month in 71 countries. OneSource has developed robust ad serving, ad management capabilities and dynamic analytics all within a central platform.

About Adap.tv Inc.
Adap.tv is the creator of OneSource, the first online video advertising platform that empowers publishers with comprehensive tools to monetize and grow their online video business. Adap.tv gives publishers the power and flexibility to intelligently manage and serve their own ads, or tap into premium global ad networks. Through OneSource, more than 300 web publishers monetize hundreds of millions of video streams per month in 71 countries, while providing their viewers a rich and engaging experience. Based in San Mateo, CA, the company is privately held and is backed by Spark Capital, Redpoint Ventures and the Gemini Israeli Fund. For more information please visit http://adap.tv/.