Adap.tv

Pioneer in programmatic video advertising before acquisition by AOL

Adap.tv was a leading video advertising technology platform that specialized in programmatic buying and selling of digital video advertising inventory. Founded in 2007, the company developed one of the first comprehensive platforms for automating video ad transactions across multiple screens and formats, including desktop, mobile, and connected TV. The platform enabled advertisers, agencies, and publishers to efficiently trade video advertising inventory through real-time bidding and private marketplace deals. In September 2013, AOL acquired Adap.tv for approximately $405 million, integrating its technology into AOL's broader advertising platform. The acquisition was part of AOL's strategy to strengthen its position in programmatic video advertising. Following the acquisition, Adap.tv's technology was absorbed into AOL's advertising suite and later became part of Verizon Media (now Yahoo) when Verizon acquired AOL in 2015. The Adap.tv brand and distinct platform eventually ceased to exist as a standalone entity, with its capabilities fully integrated into the parent company's advertising technology stack. Adap.tv played a significant role in the early development of programmatic video advertising, helping to establish standards and best practices that shaped the industry. Its technology and team contributed to the evolution of video advertising automation and cross-screen video delivery capabilities that became standard in the AdTech ecosystem.