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.
The press releases began flying today, timed with NAB's kickoff. Here are a few that caught my eye:
Move continues its fund-raising prowess, raising a large C round. As more content providers push the HD quality bar, Move's content delivery services have increased appeal.
Hulu, the NBC-Fox aggregator is using Signiant's media management platform to ingest content from the various content partners it works with.
For the first time Microsoft has used a third-party content security system to add a layer of protection for content providers using the company's new rich media plug-in.
Building on its recent launch of EZSearch and EZSEO to enable video discovery, EveryZing has introduced a management console for the products for which Cox Radio will be the first customer.
Live streaming gains further traction as Mogulus and Kulabyte announce deal to bring high-quality live Flash streaming to producers.
No doubt there will be plenty more over the next couple of days.