AOL to make video advertising as ‘easy’ as e-commerce with Adap.tv acquisition
From New York, AOL’s chief whip Tim Armstrong has revealed that AOL has entered into an agreement to splash out US$405m in cash and stocks to snap up Adap.tv – the programmatic video advertising platform for brands, agencies and publishers. AOL believes the acquisition of the start-up – its biggest ever – will help the internet giant plot an aggressive mission to take a global lead in premium and programmatic video advertising. The news came as AOL announced its earnings for the second quarter of 2013.
The purchase of Adap.tv is set to be AOL’s largest acquisition ever to happen. In 2011,AOL acquired The Huffington Post for €315m in cash.
Today’s news was greeted with intrigue by the investor and tech media community. That’s because AOL’s deal with Adap.tv comes after the video-platform start-up seemingly filed with the US Securities and Exchange Commission (SEC) to go public earlier this year.