’s Video Upfront Marketplace Signals the End for the RFP Process

First platform to launch upfront video buying technology

London, UK –, the company that provides a programmatic way to plan, buy, sell and measure television and video advertising, today announced the launch of the Upfront Marketplace, the first media buying platform to automate the way of securing future inventory across multiple screens. The new offering will reduce the amount of time and money spent by media buyers and sellers on managing this once time-consuming process.

Video advertising is a growing industry, but the RFP buyer-execution and seller-review is still based on an offline, manual system.  Most media planners agree that a significant part of the average media plan cost is currently wasted on administrative activities. In contrast,’s automated process allows agencies the ability to negotiate and execute upfront buys across hundreds of sellers at the same time.

Using’s Upfront Marketplace to engage sellers in an auction, media buyers can secure the inventory that is right for them, quickly and easily. Data is a key component as it enables users to identify audience-specific inventory using target demographics and connect with the sellers whose inventory matches their specifications.

For sellers, the improvements and automations made to the media buying process result in a reduced cost of sale and improved access to additional demand. Prior to being invited to participate in the Upfront Marketplace, sellers are pre-qualified across a variety of data and metrics, eliminating the need for RFP or response. The sale is qualified for buyers, which streamlines deal closings and time to cash for sellers.

“The traditional media buying process is not time and cost efficient when it comes to buying video. is combining its technical expertise and understanding of how media is currently bought to provide players with new opportunities and ways to do business,” says Brian Fitzpatrick, managing director for in Europe.  “The programmatic approach addresses the issues caused by audience fragmentation and the proliferation of viewing devices.”’s Upfront Marketplace is now available. Please visit for more information.

About builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. is comprised of two operational units – the Platform and the Marketplace.  The Platform provides advertisers, publishers and ad networks with automated ad trading solutions customised to meet any business goal. As the world’s largest source of video supply and demand, the Marketplace has thousands of sellers and hundreds of campaigns running daily. Headquartered in San Mateo, Calif., has offices in New York, Los Angeles, Chicago, Seattle, London and Sydney. is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit Follow on Twitter @Adaptv.