The ad management company Adap.tv has taken the wraps off its new "Player Partner Program" this morning. Initial partners include Brightcove, thePlatform, Mogulus, VMIX, Twistage and Kaltura. All are now integrated with Adap.tv's "OneSource" ad management system.
Yesterday, Dakota Sullivan, Adap.tv's VP of Marketing told me that though the company has been working with Brightcove and thePlatform informally to date, the new program will provide more structure to partners. Included are a central location on the Adap.tv web site for partners for promotional purposes along with other co-marketing and technology updates. No cash is changing hands with partners though, as Adap.tv tries to maintain neutrality.
These types of partnership programs are springing up all around the broadband video ecosystem, as companies continue to carve out their specific niches, and seek to benefit from partners' marketing efforts in a resource-constrained environment. I expect we'll continue to see them get rolled out.