AOL agrees to acquire Adap.tv
August 8, 2013 09.11 Europe/London By Robert Briel
AOL entered an agreement to acquire Israeli online video advertising platform Adap.tv for $405 Million .
The purchase will be done partly for shares of AOL common stock with an aggregate value of approximately $83 million and with an estimated cash consideration of approximately $322 million.
Adap.tv is a global unified programmatic video platform powering video advertising for brand advertisers, agencies, publishers and ad networks. Adap.tvís platform allows buyers and sellers to make decisions together on a unified technology platform, leveraging comprehensive data intelligence, across all screens.
The combination of AOL and Adap.tv is expected to create the only global company with a full end-to-end solution and video stack for publishers and advertisers. Adap.tv will operate independently as part of AOLís video organisation and be included as part of the overall service offered by AOL networks to its publisher and advertiser partners.
This acquisition is subject to customary conditions, including expiration of the applicable waiting period under the Hart-Scott-Rodino Antitrust Improvements Act of 1976, as amended. The acquisition is expected to close in the third quarter of 2013.