In an effort to accelerate its shift toward programmatic buying of all forms of video, including television, Interpublic has tapped Adap.tv as its preferred video ad platform. The deal, which Interpublic’s Magna Global unit has been negotiating for about a year, comes on the heels of AOL’s $405 million agreement to acquire Adap.tv, and will integrate Interpublic’s proprietary methods for targeting audiences with Adap.tv’s technology for sourcing the video inventory that reaches them and serving ads to them.
Exclusives
Video ad company Adap.tv on Tuesday said it closed $20 million in financing led by Bessemer Venture Partners. The need for more capital, however, doesn’t mean that business isn’t booming, insisted Toby Gabriner, president of Adap.tv.
