AOL has agreed to purchase video advertising platform Adap.tv for $405 million — $322 million in cash and $83 million in AOL common stock.
“AOL is a leader in online video and the combination of AOL and Adap.tv will create the leading video platform in the industry,” said AOL Chairman and CEO Tim Armstrong in the press release announcing the deal.
“At Adap.tv, we are focused on building the most important business within the most important category in digital advertising,” said Amir Ashkenazi, CEO, Adap.tv. “We believe that most TV advertising will soon be traded programmatically on platforms like ours. The combination of AOL and Adap.tv accelerates our vision of efficient and effective TV and video advertising.”
In 2012, Adap.tv supported more than 26,000 global ad campaigns, which ran on approximately 9,500 websites and was used by many top brand advertisers.
Adap.tv is the video advertising platform of choice for the world’s largest brands, agencies, publishers and ad networks. A unified, programmatic platform that provides buyers and sellers with automated tools to plan, buy and measure across linear TV and online video, Adap.tv is transforming the way video advertising is bought and sold.
