AOL Buys Adap.TV for $405 Million

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By Chris O'Shea Comments

With AOL’s 2Q earnings announcement (revenue was up two percent, from $531 million last year to $541 million this year) came news that the company has purchased Adap.tv, an online video company.

For AOL, the acquisition of Adap.tv is about advertising. Adap.tv is a “programmatic video advertising platform,” according to AOL’s release, but in plain English Adap.tv matches video ad buyers with sellers. The numbers back up AOL’s big spend. Last year, Adap.tv had its digital hands in over 26,000 global ad campaigns.

“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 Tim Armstrong, CEO of AOL, in a statement. “Adap.tv is positioned squarely in front of the huge opportunity these trends are presenting.”