Combination of AOL on Network and Adap.tv could create a Powerful Cross-Screen Solution for Brands, Agencies and Publishers.

AOL keeps developing its empire in communication domains. Today the Group has announced having entered into an agreement to acquire Adap.tv, Inc., a programmatic video advertising platform for the world’s largest brands, agencies, and publishers.

Connectikpeople has observed that, AOL on Network and Adap.tv
have teamed up with the final goal to make advertising ‘’as easy as e-commerce’’.

In this dynamic, Adap.tv aims to bring to AOL:

• The only complete global programmatic video technology stack for publishers and advertisers across all screens;
• A unified yield management platform for advertisers and publishers for planning, targeting, adserving and measurement;
• One of the fastest growing platforms on the internet, having grown global revenue over 100% per year in each of the last three years;
• Wide adoption by the largest global advertisers and publishers, including 83 of the Ad Age 100 and 70 of the comScore 100; and
• A talented team which has driven innovation in the automation of global video advertising.

According to the terms of agreement, Adap.tv will operate independently as part of AOL’s video organization and Connectikpeople may recall that, AOL Networks brands include Advertising.com, The AOL On Network, Be On, ADTECH and Pictela.

The purchase price will total $405 million in aggregate and will be comprised of approximately $322 million in cash consideration, and approximately $83 million in AOL common stock, subject to certain adjustments. AOL expects to close the acquisition in the third quarter of 2013.

About AOL

AOL Inc. (NYSE: AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.

About Adap.tv

Adap.tv is the video advertising platform of choice for the world’s largest brands, agencies, publishers and ad networks. A unified, programmatic platform that provides buyers and sellers with automated tools to plan, buy and measure across linear TV and online video, Adap.tv is transforming the way video advertising is bought and sold.