Adaptive Medias Powers Pet Industry Portal

Irvine-based Adaptive Medias, which offers programmatic advertising, content syndication, and monetization products for the mobile, video, and online display markets, has teamed up in a joint venture aimed at the pet industry. Adaptive Medias said it is in a letter of intent to complete a joint venture with Vipio, which will receive exclusive rights to the company's software, for deployment to the pet industry. Financial details of that JV were not announced. Vipio says it is building a pet products directory called PetProductscom.