Available from today (31 May), the Adap.tv App Center is intended to attract third-party developers and make Adap's technology stickier for users.
Adap.tv claims the hub will feature apps from leading providers of audience data, measurement, verification, privacy compliancy and context targeting.
Six developers are participating at launch, including Innovid, Exelate, Bluekai, Quantcast, Datalogix and AdAdvisor by TargusInfo.
Teg Grenager, co-founder and vice-president of Adap.tv, said: "Given the complexities of the video ad landscape, the promise of TV and video advertising cannot be fulfilled by one, single company.
"What buyers and sellers need is a platform that aggregates all the best brand technologies and provides automated tools to manage them."
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