Time Partners With Google To Launch Adapt, New, Native Video Advertising Tool

(RTTNews) - Time Inc. (TIME) announced the launch of Adapt Video, a proprietary video advertising unit created by the company in partnership with Google. Adapt leverages DoubleClick's native advertising solution to deliver outstream video ads across its owned-and-operated properties.

The Adapt unit provides a flexible framework for scaling premium video advertising. It adapts to different content layouts and device types across Time Inc. properties, delivering a full-width and engaging experience. Adapt accepts standard video ad serving tags, making it easier to scale advertising campaigns.

According to eMarketer, an estimated 2.5 billion people will watch digital video content this year, and that number is expected to grow in 2018. As demand for digital video continues to increase, advertisers have increased their video ad spend by more than 65% in the past two years.