AOL Inc. (NYSE: AOL), the provider of online mass media services, on Friday announced the completion of its previously announced acquisition of Adap.tv, which, according to the company, is a leading global, programmatic video advertising platform. The official company statements from AOL Inc. claimed, this acquisition will solidify the company’s position as a leader in the programmatic video advertising space. While the acquired services will be included in the overall solutions offered by AOL networks to its clients, the acquired platform will continue to operate independently as a part of the AOL video organisation. Two new trends are currently underway in the online video advertising market; movement of advertising money from linear to online video space and shift from manual transactions to programmatic media buying. According to AOL CEO Tim Armstrong, with this acquisition, AOL is well positioned to take advantage of the two new trends which will enable the firm to stay in the leadership position it currently enjoys in the online video advertising space.
The company also recently announced the launch of a new parenting website for its Canadian users. The site parentdish.ca will give parents a wide range of content on a wide variety of topics regarding parenthood and will feature advice, news, reviews and original content on topics that matter most to parents. The site will enable AOL provide services to a new segment of audience as it looks to provide its customers with new and innovative services to fulfil their needs.
The AOL stock fell by 1.6% in the last trading session to close the day at a stock price of $32.76.
To see AOL’s latest stock price movement, click here (NYSE: AOL)
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