AOL Acquires Video Advertising Platform Adap.tv For $405M

AOL today announced the acquisition of video advertising platform Adap.tv for $405 million, including $322 million in cash and $83 million in AOL shares. Adap.tv will operate independently as part of AOL’s video organization and it will be part of the overall solution offered by AOL Networks to its publisher and advertiser partners.

Tim Armstrong, AOL’s CEO, said the acquisition will help the company improve its ability to integrate advertising with video content. He called it “the most important growth segment in our industry.”