AOL’s $405 million acquisition of video ad exchange Adap.tv has already begun to pay off, at least in bragging rights.
In September, the same month the Adap.tv deal closed, AOL passed Google as the company serving the most online video ads in the U.S., according to comScore. AOL ran 3.72 billion video ads to reach 50% of U.S. online video viewers versus Google’s 3.24 billion and 36% population span.
AOL wouldn’t have one-upped Google were it not for Adap.tv, which remains a standalone entity within the company’s ad tech division AOL Networks. The ad tech firm accounted for 3.13 billion, or 84%, of the video ads attributed to AOL — and as a result, should result in an sizeable boost to the portal’s video ad revenues.