San Mateo, Calif. - Feb. 27, 2012-Adap.tv, the company that provides a programmatic way to plan, buy, sell and measure television and video advertising, today announced the launch of the Adap.tv Upfront Marketplace, the first and only media buying platform to automate the entire process for securing future inventory across multiple screens; dramatically reducing the amount of time and money media buyers and sellers spend managing this once time-consuming process.

 While video advertising has grown categorically for years, the buying and selling process remains a relic to the pre-digital world, with RFP buyer-execution and seller-review rooted in an offline, manual process. According to recent data, 20% of the average media plan cost is currently wasted on administrative activities around the planning and buying process. Long a pain point for modern media buyers, Adap.tv's automated process allows agencies the unprecedented ability to negotiate and execute upfront buys across hundreds of sellers at once.