AOL Ad Business Up 20% With Help From Adap.tv | Adweek AOL Ad Business Up 20% With Help From Adap.tv | Adweek
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AOL's Ad Business Gets Boost From Adap.tv and Programmatic

Sales up 20%

Tim Armstrong | Photo: Getty Images

AOL's ad business was up 20 percent last quarter thanks to its programmatic push and Adapt.tv. CEO Tim Armstrong announced quarterly results today, posting $606.8 million in overall revenue, up 12 percent year over year.

On the ad side alone, sales hit $451.7 million, a 20 percent increase year over year. Most of that growth was thanks to its programmatic ad buying platform, which includes Adap.tv.

AOL's third-party ad business grew 60 percent year over year to $194.3 million, but that growth would have been closer to 20 percent without the boost from Adap.tv, which focuses on digital video advertising.

AOL display ad sales on its own properties, which include The Huffington Post and TechCrunch, shrank 1 percent to $144.1 million.

In its earnings announcement today, the company said it was focused on premium ad inventory, video and programmatic buying.

"We believe there is a significant opportunity to attract advertisers through the increased sale of premium formats and video through AOL Platforms," the company said in a statement to investors. "We believe our scale, ability to target premium audiences and investments in technology and premium formats will allow us to increase the number of advertisers we work with and enable us to capitalize on the increase in programmatic buying."

AOL's performance stood in sharp contrast to Yahoo’s results last month, when even CEO Marissa Mayer said she was "disappointed" with ad sales—down 8 percent year over year.

AOL posted a profit of $27.4 million last quarter. Shares in the company rose nearly 10 percent to $42.54 by noon.
 

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