The player: David Wadler, CEO of Twistage in New York.

The play: Twistage operates behind the scenes as a white-label online video provider. The company powers Web video for a variety of sites and offers the software, video player and other tools to load video onto the Web.

The pitch: Twistage competes with other Internet TV technology firms, but doesn’t brand its player, as Brightcove, YouTube and Revver do. “You are marketing yourself, not Revver or YouTube. We give you the tools to do that and do it very quickly. We exist to support everyone else’s brand,” Mr. Wadler said. Twistage also supports advertising, such as pre-roll and overlays.

In the mix: Twistage competes in a crowded field against Brightcove, Revver, Maven Networks, WhiteBlox, ExtendMedia, Narrowstep, Magnify and others. However, Twistage believes in “zero branding” on its end, and Mr. Wadler said many of its clients ultimately go with Twistage specifically to maintain their own brands. Twistage clients include Mochila, an online content marketplace, magazines Fast Company and Inc., and PerezHilton.com, via a deal with the blog ad network blogads.com, Mr. Wadler said. Twistage began powering video that resides solely on PerezHilton.com in late December and inked a deal in early January.

The backstory: Mr. Wadler started the company in June 2004. In early 2005, the company launched a user-generated destination site like YouTube that relied on peer-to-peer technology. Raising enough money proved difficult, so Mr. Wadler decided to focus on Twistage as a platform provider. The company inked deals with Mochila and Web site kidzbop.com in late 2006.

The money guys: Mr. Wadler self-funded Twistage with business partners Dave Wegman and Bruce Wang. They put about $20,000 into the company. Twistage closed a round of funding in March for about $750,000, led by Sterling Equities, Ranieri & Co. and venture capitalist Jerry Colonna. Twistage runs a lean operation with only six employees. Mr. Wadler, who expects to break even in a few months, said Twistage is in talks with venture firms about another round of funding. Twistage is paid on a license-fee basis each month. Clients can either sell ads themselves and pay Twistage a license fee for the technology, or Twistage can help sell the ads and take a share of ad dollars.

Pros: Twistage is well-positioned as a private-label technology firm as video creators, such as Perez Hilton, decide to bring their video in-house.

Cons: Twistage is a small, little-known company and some big media companies prefer to do business with larger firms.

Background: Mr. Wadler was born in Manhasset, N.Y., and raised in Port Washington, N.Y. He earned a degree in economics from Brown University. He has worked at online gaming company Zapspot.com and at Computer Associates. He is 33 and lives in New York with his wife.

Who knew? Mr. Wadler’s social life is dictated in large part by the actions of Britney Spears because his wife is People magazine Senior Editor Julie Dam, who is charged with celebrity scoops.