It's been a busy summer for the "old startups" in the video-ad space. Tremor Media went public in June and yesterday YuMe priced its IPO. Neither event has been a smooth ride, as Tremor has seen its stock price slide roughly 16% and YuMe appears likely to raise less in the offering than it had previously hoped.
Adap.tv will be run independently and report up to Ran Harnevo, SVP for video at AOL. It will be added to the diner-sized "ad-tech menu" at AOL Networks that also includes Ad.com, Pictela, AdLearn, Be On and ADTECH.
“We believe that most TV advertising will soon be traded programmatically on platforms like ours," Adap.tv CEO Amir Ashkenazi said in his statement. "The combination of AOL and Adap.tv accelerates our vision of efficient and effective TV and video advertising."