August 13, 2013 0 Comments
The Rise of Programmatic Video Advertising
Video advertising is a big deal, especially for social media sites. So AOL’s acquisition of Adap.tv for $405 million can be seen as a considered move.
In a press release, Tim Armstrong, Chairman and Chief Executive Officer of AOL said that “AOL is a leader in online video, and the combination of AOL and Adap.tv will create the leading video platform in the industry.” AOL together with Adap.tv aims to make advertising as easy as ecommerce.
According to Armstrong, there are two trends in video space. The first one is the movement from linear television to online videos. The second trend is the shift from manual transactions to programmatic media buying. Adap.tv has the technology and strategies to capitalise on these trends, which effectively catapults AOL to become the second largest player in video and more importantly the leader in programmatic video. Watch this space.
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