Adap.tv’s technology includes proprietary (and patent pending) algorithms for analyzing video content. Based on that analysis, the company’s software then serves, in real-time, relatively discreet text ads relevant to the users viewing behavior. It’s a similar concept to the ads on web pages served by Google’s Adsense or Yahoo’s Publisher Network. Adap.tv plans to earn revenue through a combination of pay per performance and revenue sharing.
From their corporate press materials, the company describes itself as a service that “keep publishers in control of the display, frequency and placement of ads while selecting ads relevant to viewers interests”
An example of the kind of advertising served can be seen in the associated image. (A larger version, as with many images on Metue, is available by clicking on the graphic.)