90min chooses Adap.tv for programmatic advertising

DetailsGabriel Miramar-Garcia | 12 March 2015

Global football media platform 90min has selected AOL Platforms' Adap.tv to power its video ad private marketplace across Europe, USA, Latin America and South East Asia.

90min plans to trade its video inventory programmatically and offer addressable advertising 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. Programmatic trading will allow 90min.com to offer its clients an addressable advertising solution as traditional and digital video platforms continue to converge.

"Audience targeting is now as attractive to advertisers as contextual targeting," said Duncan McMonagle, chief revenue officer at 90min. "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."

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.

"Addressable advertising is becoming business critical, and a core element of our commercial strategy is the programmatic video market," McMonagle said. "The strength and global scale of the Adap.tv platform will help us to deliver increasingly effective advertising."