AOL has entered into an agreement to acquire programmatic video advertising platform Adap.tv. The purchase price will total $405 million in aggregate, and will comprise $322 million in cash consideration, and $83 million in AOL common stock.
In 2012, Adap.tv supported more than 26,000 global ad campaigns, which ran on approximately 9,500 websites, according to a statement from AOL.
Tim Armstrong (Chairman and CEO, AOL): 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.
Adap.tv will operate independently as part of AOL’s video organization which is led by Ran Harnevo, SVP, and be included as part of the overall solution offered by AOL Networks. AOL Networks brands include Advertising.com, The AOL On Network, Be On, ADTECH and Pictela.
The boards of directors of both companies have approved the transaction, and the stockholders of Adap.tv have approved the transaction. AOL expects to close the acquisition in the third quarter of 2013.
[Image courtesy: Adap.tv]