Online video technology company Adap.TV has begun testing a media planning tool that lets marketers and agencies create digital video plans against a specific set of targets and goals. Beet.TV caught up with Amir Ashkenazi, CEO of Adap.TV, at the Adap.TV conference in New York for details on the so-called Unified Planner as well as the key issues facing marketers and vendors in digital video.

Fragmentation remains the top challenge, he tells us. “Agencies have to deal with it in planning and buying and measuring, and publishers have to deal with fragmention as now they have more competition, they have to cover more countries, more devices,” he tells Beet.TV in this video interview. 

The Unified Planner hooks into Adap.TV’s existing ad platform and it lets planners pull data from a range of sources and to target campaigns via reach, frequency, performance, cost, impressions, unique viewers and CPMs. 

Daisy Whitney