TidalTV And Adap.tv Reach Real-Time Bidding Deal

TidalTV, which looks to help advertisers serve addressable ads in real-time, has inked a deal with Adap.tv to acquire inventory sold via that company’s marketplace for online video.  TidalTV, in turn, can then use its technology on behalf of clients to deliver pre-roll ads, looking to offer advertisers greater targeting. Adap.tv said its “real-time bidding (RTB) interface” will serve as a platform for TidalTV to acquire online video real estate.  Scott Ferber, TidalTV CEO, said in a statement that Adap.tv offers “quality inventory that can be leveraged on behalf” of marketers to “deliver optimal campaign performance.”  Adap.tv President Toby Gabriner stated that RTB is aimed at creating an online video exchange that is “transparent, efficient and profitable.”

Read More: MediaPost

DSPs Open Up a New World For Search

The emergence of demand-side platforms has heralded a new era for media by enabling advertisers to buy display space in a very similar fashion to how the search market currently works, writes Mark Fagan.  The entrance of this technology into mainstream media thinking offers a great opportunity for agencies that have search as a central part of their media buy. DSPs won’t exactly mean the death of media as we know it, but will create another channel and an improved way of generating even better ROI for our clients.  You’ll be able to decide how much you want to pay for each impression via a real-time auction, based on your overall strategy and current market conditions. The principles are quite similar to search with regards to media optimisation, analysis of the data, creative testing and having the right call to action. The key differentiator search agencies will have to offer is their considerable experience of dynamic, real-time bidding strategies like portfolio optimisation and how to maximise return for clients.

 Read More: NMA.co.uk

Questions for Foursquare’s Head of Business Development

Tristan Walker, Foursquare’s 25-year-old head of business development, graduated from Stanford Business School over the weekend. If you’re among the many companies waiting for a call back from the geo-social start-up, Walker’s commencement is partly to blame. Or so founder Dennis Crowley told the crowd at CM Summit during Internet Week in New York.  “For everyone that’s tried to get in touch with Tristan, you know what a bottle neck it is,” Crowley said. He added, “It’s not that we don’t think your ideas are good, it’s just that we don’t have time to answer all of them.”  To be fair, Walker would have a hard time responding to all marketer requests even if he wasn’t balancing his job with school commitments. A spokesperson for New York City-based Foursquare said inbound requests from businesses are coming in at the rate of hundreds a day. For a company with fewer than 30 employees, that’s tough to handle. (See today’s accompanying story: “Foursquare Checks In With Marketers“).  Late last week, between having his gown fitted and adjusting his tassle, Walker paused to answer a few questions for ClickZ readers.

Read More: ClickZ