President Gabriner On TidalTV Partnership And RTB-Enabled Marketplace

Adaptv and announced last week that TidalTV, an online video ad platform, will be "the first to utilize's recently-announced real-time bidding (RTB) interface" and buy from's "premium" inventory pool of online video ad placements. Read the release.

Toby Gabriner, President of, discussed the new partnership and details on the marketplace.

You note that TidalTV will be able to buy "premium inventory" through's marketplace. How do you define "premium inventory" in the marketplace?

TG: We define premium inventory as ad opportunities associated with professional or semi-professional content, which makes up approximately 85 percent of the available inventory in the marketplace.

How does the RTB interface that provides differ from the way that DSPs currently buy from

It's not different. provides a single RTB API that can be leveraged by both ad networks and DSPs.

How is the marketplace scaling? Any recent stats you can share?

The marketplace now has over 800 publishers and more than 500 million monthly ad opportunities. We are growing approximately 25-30 percent each month.

Will TidalTV use data provided through the marketplace such as the eXelate data that you make available? How does that work?

While we cannot disclose specific users of our third party data providers, it is easy for any buyer within the marketplace to leverage our relationships with these data providers and quickly select any combination of audience segments for targeting of campaigns.

By John Ebbert

1 Comment

  1. Jack marks

    Interesting the non-disclosure on data providers, also I have never heard UGC called semi- professional.


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