AOL Inc. announced it has entered into an agreement to acquire Adap.tv, Inc., a global, programmatic video advertising platform for brands, agencies, and publishers. Adap.tv brings to AOL, a global programmatic video technology stack for publishers and advertisers across all screens; a unified yield management platform for advertisers and publishers for planning, targeting, ad-serving and measurement; and a talented team which has driven innovation in the automation of global video advertising.
The combination of AOL On and Adap.tv will give AOL an end-to-end solution and video stack for publishers and advertisers. AOL has invested heavily in the digital video space by focusing exclusively on premium content and premium publishers. And according to the company, this investment has propelled the AOL On Network to No. 2 in monthly content video views in the U.S. for nine of the last 12 months.