Adap

Cadreon is currently using technology from Adap.tv to buy online video ads on that company's marketplace and other exchanges.

Google to Help Broker Video Ads

The move by Google, which was widely anticipated, comes amid activity by several smaller companies, including Adap.tv Inc. and Brightroll Inc., to establish similar real-time-bidding marketplaces for video ads and take a cut from each transaction.

Google to Help Broker Video Ads

"In the future most of the $70 billion spent on television advertising today will be traded on exchanges like ours," said Amir Ashkenazi , Adap.tv's chief executive.

Google to Help Broker Video Ads

But Mr. Karnstedt added that Adap.tv "is in a good spot" as a "strong alternative for publishers who might not want to work with Google and share data" about their users.

Google to Help Broker Video Ads

Google's exchange for graphical ads is used by companies such as Demand Media Inc. and Time Inc. Demand Media, which produces video content, currently sells video ads directly to advertisers as well as through exchanges run by Adap.tv and Adconion.

Google to Help Broker Video Ads

Spark's portfolio includes Adap. tv, Boxee, Kickapps, Next New Networks -- all companies that are playing in the TV 2.0 space.

Steve Rosenbaum: Why VCs Will Miss the Video Revolution

Thanks to Adap.tv for presenting this event with us, to our hosts at Horizon Media, our superb panelists, the crew from Livestream and to Mike Shields and Brian Stelter for helping out with moderating.

Andy Plesser: VIDEO: Advertising on Hulu Is Twice as Effective As Television, Kevin McGurn

Some of the companies including Blip. tv, Brightcove, Ooyala, Adap. tv, and Tremor Media.

Andy Plesser: Video: WPP's Kantar Unit Launches Online Video Analytics Platform

Horizon Media, the largest independent media buying agency, is working with the Adap.tv to manage online video ad inventory around current and future pricing, says Mary Shirley, VP of Digital Activation in this interview with Beet.

Andy Plesser: Horizon Media is Managing Online Video Pricing with Adap.tv Integration

The alliance with Adap.tv was announced last month.

Andy Plesser: Horizon Media is Managing Online Video Pricing with Adap.tv Integration