90min, has selected Adap.tv, part of AOL Platforms, to power its video ad private marketplace across Europe, USA, Latin America and South East Asia, to offer ‘addressable advertising’ (targeted at an individual household) for the first time.
The private marketplace will enable 90min to sell its video inventory, the majority of which is created in-house by its digital video newsroom and 90min Originals team, to selected trading desks and agencies.
“Audience targeting is now as attractive to advertisers as contextual targeting. As a vertical-specific publisher focused on football, we now need to be able to deliver against a broader set of client objectives. This might include reaching a particular genre of music fan that also likes football, rather than just the Champions League audience, for example, explains Duncan McMonagle, Chief Revenue Officer at 90min.
“Addressable advertising is becoming business critical, and a core element of our commercial strategy is the programmatic video market. The strength and global scale of the Adap.tv platform will help us to deliver increasingly effective advertising for customers,” McMonagle concludes.
“90min is a new breed of publisher,” says Phil Duffield, Senior Vice President of International at Adap.tv. “Technology innovation is fundamental to its development, and it understands that customers increasingly expect inventory to be traded programmatically.”
90min’s content can be viewed on any device and the platform generates more than 300 million page views per month. Distribution partners include The Daily Mail, GQ, Huffington Post, ITV, Mundo Deportivo, The Mirror, MSN Sport and USA Today.