AOL Inc. (NYSE: AOL) is to acquire Adap.tv, Inc., a San Mateo, California-based global, programmatic video advertising platform for large brands, agencies, and publishers, for $405m.
The purchase will be comprised of approximately $322m in cash, and approximately $83m in AOL common stock, (subject to adjustments). The close of the transaction, which is subject to customary closing conditions, is expected in the third quarter of 2013. VCs Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital will exit the company.
Adap.tv will bring to AOL its global programmatic video technology stack for publishers and advertisers across all screens, and its unified yield management platform for advertisers and publishers for planning, targeting, adserving and measurement. In 2012, the company supported more than 26,000 global ad campaigns, which ran on approximately 9,500 websites.
Led by Amir Ashkenazi, CEO, Adap.tv will operate independently as part of AOL’s video organization which is led by Ran Harnevo, SVP, Video, and be included as part of the overall solution offered by AOL Networks to its publisher and advertiser partners. The company has U.S. offices in Chicago, Los Angeles and New York, and international offices in Australia, India and London.
Led by CEO Bob Lord, AOL Networks partners with leading publishers, advertisers and agencies seeking to maximize the value of their online investments. AOL Networks brands include Advertising.com, The AOL On Network, Be On, ADTECH and Pictela.
29/03/2011: Adap.tv Closes $20M Financing