Tandberg Television and digital marketing company Atlas will integrate their respective AdPoint and Atlas On Demand advertising and campaign management systems for video-on-demand services.

“Free video on demand is a great value for consumers and a highly competitive differentiator for operators,” said Braxton Jarratt, of Tandberg Television. “Our partnership with Atlas aligns two market leaders serving the media buying and media selling communities. By combining AdPoint with the technology of Atlas On Demand, we expect to deliver a seamless, end-to-end working solution that removes the technical hurdles to on-demand advertising.”

Tandberg AdPoint is an open platform for non-linear advertising, compatible with all major streaming servers.

Atlas On Demand, a division of Atlas, part of aQuantive Inc, provides advertising campaign management and measurement systems.

The alliance is intended to address many of the technological constraints that advertisers, operators and programmers face with buying and selling advertising for video-on-demand services. These include multiple standards, long lead times for creative and limited copy rotation.

The two companies aim to provide improved planning and reporting and the foundation for improved targeting of advertising.

“We are making more flexible and efficient tools to successfully execute, optimize and measure VOD advertising campaigns,” said Jay Schiller of Atlas on Demand. “We are committed to working with top technology partners through open architectures, to realize the full potential of new on-demand advertising business models.”