WebProNews

Tag: adap.tv

  • AOL’s Adap.tv Acquisition Is Now Complete

    AOL’s Adap.tv Acquisition Is Now Complete

    About a month ago, AOL announced the company’s biggest acquisition under CEO Tim Armstrong with news that it would buy video ad platform Adap.tv for $405 million. The company announced the completion of that acquisition today.

    “With the addition of Adap.tv, AOL’s leadership position in digital video is further solidified,” said Armstrong. “AOL is well positioned to capitalize on two clear trends in the video space – the movement of advertising dollars from linear to online video and the shift from manual transactions to programmatic media buying. We welcome Adap.tv and its extremely talented employees to the AOL team.”

    AOL said in a statement, “Adap.tv is the only complete global programmatic video technology stack across all screens currently in the marketplace and will operate independently as part of AOL’s video organization. It will be included as part of the overall solution offered by AOL Networks to leading publishers, advertisers and agencies seeking to maximize the value of their online investments.”

    “At Adap.tv, we are focused on building the most important business within the most important category in digital advertising,” said Adap.tv CEO Amir Ashkenazi when the deal was first announced. “We believe that most TV advertising will soon be traded programmatically on platforms like ours. The combination of AOL and Adap.tv accelerates our vision of efficient and effective TV and video advertising.”

    AOL’s video organization is led by Ran Harnevo. AOL Networks also includes Advertising.com, the AOL On Network, Be On, ADTECH and Pictela.

    Adap.tv will also be part of AOL’s Programmatic Upfront on September 23rd. The company calls this an “inaugural event for the industry.”

    Image: Ashkenazi and Armstrong (BusinessWire)

  • AOL Buys Adap.tv In Armstrong’s Biggest Deal Yet

    AOL Buys Adap.tv In Armstrong’s Biggest Deal Yet

    AOL just announced that it is acquiring Adap.tv for $405 million ($322 million in cash and about $83 million in stock). As some have pointed out, this is the biggest acquisition the company has made since Tim Armstrong took over in 2009 (The Huffington Post was $315 million).

    According to AOL, the acquisition will give it “a unique end-to-end solution and video stack for publishers and advertisers.”

    Armstrong says, “AOL is a leader in online video and the combination of AOL and Adap.tv will create the leading video platform in the industry. The Adap.tv founders and team are on a mission to make advertising as easy as e-commerce and the two companies together will aggressively pursue that vision.”

    He added, “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. Adap.tv is positioned squarely in front of the huge opportunity these trends are presenting.

    “At Adap.tv, we are focused on building the most important business within the most important category in digital advertising,” said Adap.tv CEO Amir Ashkenazi. “We believe that most TV advertising will soon be traded programmatically on platforms like ours. The combination of AOL and Adap.tv accelerates our vision of efficient and effective TV and video advertising.”

    Adap.tv will be independently operate as part of AOL’s video organization led by Ran Harnevo. It will be included as part of the AOL Networks solution, which includes Advertising.com, the AOL On Network, Be On, ADTECH and Pictela.

    While the boards of both AOL and Adap.tv have approved the deal, it is subject to closing conditions. The companies expect it to close in Q3.

    Image: Ashkenazi and Armstrong (BusinessWire)

  • Adap.tv Adds Dailymotion As A Partner

    Online video advertising marketplace Adap.tv has added new publishers including Dailymotion, Redlasso, Blastro, Clipsyndicate, Mindjolt, Nabbr and Videojug.

    Adap.tv’s onesource (ato) platform allows publishers to better optimize their online video inventory with video ad-trafficking, yield optimization and simple syndication management tools. Since its launch six months ago, the adapt.tv marketplace has had a 90 percent repeat buy rate, an increase in average campaign budgets by 15 times and more than 100 daily campaigns bidding on 900 market placements.

    Henk-Van-Niekerk "Adap.tv is committed to delivering new technologies that pave the way for growth and profitability in the online video industry," said Henk Van Niekerk, Vice President of Business Development at adap.tv.

    "Adap.tv’s innovative ato and atm platforms are designed to compliment powerful industry trends including massive growth in online video viewership and increasing desire by sellers for a better way to transact with the buying community.  We’re providing our publisher partners with the necessary tools for a complete online video ad solution that is easy, effective and profitable."

    Dailymotion, an online video site that can be viewed by popularity, most recent, most views and most rated, ranks #32 on comScore’s Top 100 list.

    "Adap.tv’s technologies enable us to further capitalize on the continued growth of online video viewing and maximize our online video inventory," said Joy Marcus, General Manager of Dailymotion US.