As part of its stated commitment to deliver 50% automation to its buying process by 2016, MAGNA GLOBAL, the investment unit of IPG Mediabrands, announced a partnership with Adap.tv, the global video ad platform of choice for the largest brands, agencies and publishers.
AOL just recently struck a deal to acquire Adap.tv for some $405 million — $322 million in cash and $83 million in AOL common stock. That deal is expected to close in Q3.
Adap.tv will operate as an independent part of AOL’s video organization, which is led by SVP Ran Harnevo.
Armstrong says that Adap.tv is at the “forefront” of both the programmatic trend ad and the shift from traditional TV to online video. Adap.tv supported more than 26,000 ad campaigns that ran on 9,500 websites, AOL says.
This newest partnership here will unleash the “full power of MAGNA’s targeting abilities to the world of video, delivering better, faster and more efficient results to IPG Mediabrands’ clients.”
MAGNA’s Audience Measurement Platform (AMP)—a proprietary fusion of data from multiple sources, including third-party providers and private client sources—offers clients the most targeted planning, buying and optimization capabilities across all channels.
Through a custom collaboration with Adap.tv’s platform, MAGNA will expand AMP’s capabilities by creating the most comprehensive programmatic video advertising platform in the industry that can measure and optimize business metrics across screens, including TV, tablet, mobile and online.
“What we know now, after two years of successfully deploying AMP across our clients’ digital media buys, is that we can increase their value return by 20-40%. Now, with Adap.tv we can bring these kinds of returns to TV and IP-delivered video at scale,” said Kristi Argyilan, President, MAGNA North America.
