AOL to acquire Adap.tv
AOL has announced an agreement to acquire Adap.tv, Inc., with the hope of creating an effective cross-screen solution for brands, agencies and publishers.
The acquisition of Adap.tv is expected to give AOL a ‘unique end-to-end solution’ and video stack for publishers and advertisers – from original production, to content aggregation and syndication platforms – as well as effective video CMS technology.
“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,” said said Tim Armstrong, chairman and chief executive officer of AOL.
“Adap.tv is positioned squarely in front of the huge opportunity these trends are presenting.”
Adap.tv will operate independently as part of AOL’s video organisation, and be included as part of AOL Networks when offering help to publisher and advertiser partners.
“We believe that most TV advertising will soon be traded programmatically on platforms like ours,” said Amir Ashkenazi, CEO, Adap.tv. “The combination of AOL and Adap.tv accelerates our vision of efficient and effective TV and video advertising.”
The purchase price is reported to total $405 million.