90min, has selected Adap.tv, part of AOL Platforms, to power its video ad private marketplace across Europe, the US, Latin America and South East Asia. The technology will see the global football media platform trade its video inventory programmatically and offer addressable advertising for the first time.

The private marketplace will enable 90min to sell its video inventory, the majority of which is created in-house by its digital video newsroom and 90min Originals team, to selected trading desks and agencies. Programmatic trading will allow 90min.com to offer its clients an addressable advertising solution as traditional and digital video platforms continue to converge.

“Audience targeting is now as attractive to advertisers as contextual targeting. As a vertical-specific publisher focused on football, we now need to be able to deliver against a broader set of client objectives. This might include reaching a particular genre of music fan that also likes football, rather than just the Champions League audience, for example, explains Duncan McMonagle, Chief Revenue Officer at 90min.

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