In a strategic diversification of its activities to the content and services, AOL feeds ambitions in the promising market for online video advertising, estimated at 2.89 billion dollars in the United States. To strengthen its position and address the transition from television format to the webcast, the U.S. Internet company is acquiring a specialist in the field: Adap.tv, Based in California since 2006, the company has created a platform that allows advertisers to manage their campaigns through video sites, with mechanisms for publication and automated placement.
Under the leadership of its founder and CEO Amir Ashkenazi, now it has over 200 employees and offices in the United Kingdom, India and Australia. In 2012, more than 26,000 advertising campaigns were managed by him on some 9,500 Web sites. Three rounds conducted between 2007 and 2011 which enabled it to raise $ 48.5 million, including from the private equity investment Redpoint Ventures, involved in the development of streaming service Netflix and TiVo. AOL loop where it’s first acquisition since 2011 – and especially the most important since its split in late 2009, according to the media group Time Warner. The amount of the transaction in this case is announced in the press official at $ 405 million, including 322 million in cash and 83 million shares.
With the goal of “making as simple as e-commerce” advertising Adap.tv continue its work independently, but as an entity in the video division of AOL. The markets reacted positively to the announcement of the merger: the close of business on Wednesday in New York, AOL action showed an increase of 1.41%, at $ 36.69. It even reached 37.50 dollars forward-exchange. These new methods of advertising broadcast attract the attention of other major players, on top of which Facebook, which consider to embed videos in the news feeds of its members.