Interpublic Names Adap.tv Preferred Video Provider, Will Adapt Into Television Soon http://bit.ly/15NvVCZ 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. The deal is significant for several reasons, but especially because it shows
how fast Madison Avenue’s shift from “buying media” to “buying audiences” is occurring, and because it will soon escalate from online video to the Big Kahuna, television.
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