Time Inc. is launching Adapt Video, a proprietary video advertising tool created in collaboration with Google Inc.

Adapt leverages the Alphabet Inc. unit's DoubleClick native advertising solution to deliver video ads. The tool also provides a framework for scaling premium video advertising, adapting to different content layouts and device types across Time Inc. properties, the company said Oct. 12.

"Advertisers are increasingly looking for more ways to engage users with video ads. This is particularly true for mobile, where engagement with these ads is high but where users also have a higher bar for ad experiences. So, we're excited that Time Inc. chose to create a flexible and scalable solution for Adapt outstream video ads using native ads on DoubleClick," Rany Ng, director of product management at Google, said.