Web advertising start-up Adap.tv Ltd. has raised $4.5 million from current investors Gemini Israel Funds, Spark Capital, Redpoint Ventures, and former Shopping.com CEO Dan Ciporen.
Adap.tv CEO Amir Ashkenazi and VP product Teg Grenager founded the company in 2006. Grenager was previously a strategic consultant at global management consulting firm Arthur D. Little, and a partner in software firm Talking Dolphin.
Adap.tv is developing a platform that enables advertisers to place relevant ads linked to video content that the viewer is watching. The system places the ads throughout the video clip, allowing video sites, such as YouTube, to generate new revenue.
Adap.tv has developed algorithms that analyze video content and determine the most relevant ads in real time. The company has cooperation agreements with Metacafe, ThePlatform, and other companies.
Published by Globes [online], Israel business news - www.globes-online.com - on October 27, 2010
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