Video/advertising getting bigger, AOL drops $405 million on video advertising platform
AOL's Adap.tv Acqusition Focuses The Picture On Ad Transformation Plan - Forbes
AOL will buy video platform Adap.tv for $405 million, a reflection of the Internet company's push to develop its online-advertising business.
The cash-and-stock deal will make Adap.tv, a video-ad platform that provides AOL access to the ad technology that the world's largest companies use, an independent part of AOL's video unit. How does it work exactly? Adap.tv's software pairs video ad buyers with ad sellers. "Two trends are prevalent in the video space right now--the movement from linear television to online video and the shift from manual transactions to programmatic media buying," says AOL chairman and CEO Tim Armstrong. "Adap.tv is positioned squarely in front of the huge opportunity these trends are presenting."
AOL will buy video platform Adap.tv for $405 million, a reflection of the Internet company's push to develop its online-advertising business.
The cash-and-stock deal will make Adap.tv, a video-ad platform that provides AOL access to the ad technology that the world's largest companies use, an independent part of AOL's video unit. How does it work exactly? Adap.tv's software pairs video ad buyers with ad sellers. "Two trends are prevalent in the video space right now--the movement from linear television to online video and the shift from manual transactions to programmatic media buying," says AOL chairman and CEO Tim Armstrong. "Adap.tv is positioned squarely in front of the huge opportunity these trends are presenting."