Over the next six months, media buyers within IPG's Mediabrands division will begin using Adap.tv as a replacement for faxes and emailed PDFs for some TV buys on those networks which must be keyed in by multiple people. Not a very exciting problem to solve, but one with a large upside in efficiency and cost savings if Mediabrands can get everyone on the same page.
"We'll be on the same software, but we will all bring different data," she said. Which has always been the case to a large extent – data differentiates, even in TV.
Mediabrands aims to add more media partners, but gradually. The idea is that the new trading consortium should be a sandbox – in other words, the stakes can't get too high out of the gate.
"We will continue to add partners, but the intent is to create an environment where people can feel safe making mistakes," she said.
Meanwhile Tim Armstrong is smiling. Adap.tv's selection as the software partner is a big validation for AOL, which acquired the video ad company for $405 million earlier this month, and for its unrelenting focus on programmatic ad technologies. Back in July the company unveiled a "programmatic upfront" to pitch its audience buying capabilities, and has waded ever deeper into the programmatic pool in recent years with products for the buy side (AdLearn) and sell-side (Marketplace).