Collective launches private marketplace for premium video advertising

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By The Drum Team | Staff Writer

January 18, 2012 | 2 min read

Collective has announced the launch of a new marketplace to offer media buying agencies and advertisers real-time bidding (RTB) access to its premium video platform, making it the first of its kind in the UK.

Jamie Estrin, director of Collective Video, said: “Our marketplace gives advertisers and agency partners a new way to access premium VoD inventory, but with this inventory being in such demand, we don’t see it as a low cost entry to buy video in the UK.

“RTB pricing is controlled by supply and demand, and high quality premium video is always in high demand in the UK.”

Publishers which will make a section of their portfolio available include IPC, WWE, The Independent, Sony Music and iVillage.

Adap.tv’s RTB technology will run the exchange that connects buyers with Collective’s pre-roll inventory.

Brian Fitzpatrick, MD for EMEA at Adap.tv, said: “Our unique partnership with Collective will see the launch of the UK’s first RTB private marketplace for video.

“Real-time bidding is relatively new in the video space - our technology will offer Collective Video’s clients a new way to trade VoD directly.”

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