Atlas Adds VOD Partner

Atlas has partnered with Tandberg Television, developer of a video-on-demand (VOD) content and an ad management platform. The deal brings Atlas a step closer to its dream of becoming a volume trafficker of dynamic ads in the cable VOD environment.

Atlas, an aQuantive unit, will integrate its back-end ad management platform with Tandberg’s AdPoint platform for dynamic ad placement in cable VOD for media sellers, operators and programmers. The deal is similar to relationships Atlas set up a year ago with VOD platforms C-COR and SeaChange, and seems to affirm its commitment to the nascent space. The company announced its ambitions over a year ago.

“We are coordinating with programmers, cable operators, advertisers and technology partners to do something that has not been done before, something that is highly desired by all of those constituents,” said Jay Schiller, VP of business development for Atlas on Demand.

Winning Tandberg as a partner means Atlas has links with three of the four major ad platforms focused on digital video and cable VOD, said Schiller. He would not comment on whether the company is in talks with the fourth, Concurrent.

“From an advertiser, agency and buying perspective, we’re taking a lead position in the marketplace,” said Schiller.