Amir Ashkenazi, CEO of the video-ad startup Adap.tv, tells Vator.tv's Bambi Francisco what's holding back widespread adoption of Web-video ads.
Ashkenazi cites three factors that have to be gotten right: revenue, simplicity and user experience.
First is optimizing ad revenue across many different sources, including product ad networks, display ad networks and verticals.
"Integrating a video into an ad network is not easily done," he says.
That's why his company is focused on making ad placement as simple as possible to use. Adap.tv signed agreements with 30 ad networks during the past month and now works with 50 in total.
The final piece is ensuring that the user experience with the video is of high quality for all the ads and sites of a campaign.
Adap.tv raised $10 million last July from RedPoint Ventures and others.
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Adap.tv: Leadership and Innovation for the New World of Online Video Advertising
Adap.tv helps publishers capitalize on the soaring popularity of online video among viewers and advertisers. Our flagship offering, Adap.tv OneSource, provides a single point of control to serve and manage ads from in-house and third party sources, in all major video formats, using your existing display ad server. OneSource streamlines ad operations, supporting efficient scalability for any online video business, from startups to major media companies.
As the first open and universal video ad sourcing and management platform, the powerful yet simple to use OneSource system has already gained broad industry support. More than 300 publishers in 71 countries use OneSource to monetize hundreds of millions of video streams each month. Whether an already established leader in video publishing—or a publisher determined to become one—Adap.tv provides the tools they need to achieve their online video goals.
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Amir Ashkenazi is the former chief executive officer of Adap.tv, which was purchased by AOL for $405 million in 2013. He co-founded Adap.tv in 2007 and was CEO until 2014.